Buying and selling in B2B means complex sales cycles. Multiple layers of decision-makers. Product demonstrations. RFPs and ROI analyses. The lead you generate today may not close for months, or even years.

Seen + HeardThat’s where lead nurturing takes center stage, by maintaining a systematic flow of communication that complements the customer’s buying process and supports your sales organization. These days, it’s easy to leap directly to marketing automation and let technology run this process—without taking the time to plan your approach.

In this week’s “Best of the Web,” MarketingProfs gives five steps—and links to multiple “how to” resources—to design an effective lead nurturing program for your organization.

Check it out. >>

Every Friday, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.