Nurturing involves finding ways to show your value to a prospect even before they are ready to buy. Over time, prospects should regard your company as a valued resource, and expert in an area where they need assistance. They should recognize that you help solve some of their problems, or meet initial needs for information in a customer-centric way. As a result, they will think of your company first when they are ready to purchase.

Communications and content that purposely unfolds throughout buying cycle stages (awareness, consideration, trial, purchase) helps increase prospect qualification levels. Based on any upfront knowledge, you would start a prospect as deep into the buying cycle as is relevant. Then the prospect would be appropriately moved through each stage in the cycle. It is critical that the prospect be guided toward purchase and not prematurely pushed; this latter approach only leads to wasted staff investment time, and a less than optimal prospect experience (one which rarely resulting in meeting business objectives).

ClearGauge strategically consults and develops lead nurturing activities for each target segment. Activities are then compiled into a system that tracks lead movement through the buying cycle.