From a B2B marketer s perspective, there are only two kinds of people in the world: people that are interested in buying your company s products and people that are have no interest in buying your company s products.

It s the B2B marketer s job to not only identify the former, but to move them towards a purchase, courting them with the information that helps them make that decision.

Lead generation is the process of identifying who is interested in your products and nurturing them.

However minimal the interaction, he s shown that he might want to buy.

They ll usually start by researching online, Googling accounting software and scanning the results.

Smart lead nurturing answers a lead s questions before he even asks them.

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