Trends Report

The Lead-Nurturing Payoff For The Tech Industry

Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

October 21st, 2011
Lori Wizdo, VP, Principal Analyst
Lori Wizdo VP, Principal Analyst
With contributors:
Peter Burris , Sophia Vargas

Summary

Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing program gives tech companies the opportunity to engage with buyers in the early, formative stages of their buying cycles to develop a personal relationship that will shape the buying process and affect sales outcomes. But tech marketers need to transform and mature their current lead-nurturing processes to take advantage of the results that lead nurturing is already delivering for tech marketing leaders — more leads, shorter sales cycles, higher close ratios, less discounting, and more revenue per transaction.

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