A common trend for B2B tech vendors has been underpinning their marketing campaigns with Lead Generation. With businesses wanting to dominate the marketplace and continue to grow, they must use their marketing budget effectively in order to generate a healthy ROI.

In the B2B world lead generation is a vital tool to give a tangible ROI for the businesses marketing efforts. But it’s time to stop playing a numbers game and just pouring leads into your sales funnel.

Although generating qualified leads is a critical part of inbound marketing, it’s not the entire story. Lead nurturing involves building a relationship and sharing relevant content with warm leads who aren’t yet ready to make a purchasing decision.

Today’s marketing and sales teams need to work together to target their best leads with a series of carefully crafted messages and activities.