Why B2B Lead Nurturing Hasn't Changed In The Last 10 Years?
Mark Walker, Co-founder and CEO at Revved Up, dives into the enduring challenges of B2B lead nurturing. He explores why many companies still rely on outdated tactics despite the availability of new tools and data. He shares insights on the power of brand-building, customer alignment, and elevating sales conversations. His perspective underscores the importance of bridging the gap between strategy and execution for sustainable growth.
Why B2B Lead Nurturing Hasn't Changed In The Last 10 Years? A Conversation with Mark Walker, Co-founder and CEO at Revved Up EPISODE 186 Steve MacDonald HOST:
Table of Contents • [1:11] Introduction to Mark Walker • [29:02] Full Podcast Episode • [3:05] Episode Highlights Video • [3:11] Why Lead Nurturing Still Hasn’t Evolved Today • [3:01] Refocusing on Existing Customers to Drive B2B Growth • [6:28] Bridging Sales-Marketing SQL Gaps for Accelerated Growth • [3:16] Rethinking Your ICP Understanding From Familiarity to Empathy • [2:29] Customer Experience as Competitive Advantage in Today’s Market • [4:32] 1-10 Rating: Importance of Scaling Customer Obsession in Business • [1:28] The Gold Mine You’re Missing in Lead Nurturing • [1:00] Short - Bridging Sales-Marketing SQL Gaps for Accelerated Growth
ABOUT Mark Walker Mark Walker, Co-founder and CEO at Revved Up, dives into the enduring challenges of B2B lead nurturing. He explores why many companies still rely on outdated tactics despite the availability of new tools and data. He shares insights on the power of brand-building, customer alignment, and elevating sales conversations. His perspective underscores the importance of bridging the gap between strategy and execution for sustainable growth.
FULL EPISODE “Lead nurture gets overlooked because everyone's focused on stuffing the top of the funnel. They chase more leads while ignoring the middle: moving leads through the funnel more effectively. You are sitting on a gold mine in your lead nurture that you are not touching.” – Mark Walker
[3:05] Episode Highlights Video
[3:11] Why Lead Nurturing Still Hasn’t Evolved Today “Lead nurturing is pretty much the same as it was 12 years ago. One reason is the default mindset that more leads equal more growth. That “more is more” thinking leads people to overlook lead nurturing despite it being a relatively easy win.” – Mark Walker
[3:01] Refocusing on Existing Customers to Drive B2B Growth “We’ve ignored our existing customers when there’s enormous value in that revenue.” – Mark Walker
[6:28] Bridging Sales-Marketing SQL Gaps for Accelerated Growth “Marketing is sometimes misaligned with what sales needs. This disconnect between MQLs and SQLs is a big reason why lead nurture programs often don’t get the attention or budget they deserve.” – Mark Walker
[3:16] Rethinking Your ICP Understanding From Familiarity to Empathy “Truly great salespeople stand out because they have a unique ability—sometimes natural, sometimes learned through process—to get under a prospect’s skin and, with genuine curiosity, understand what really matters to them. They know how to peel back the layers and uncover the personal motivations behind why someone wants to close a deal.” – Mark Walker
[2:29] Customer Experience as Competitive Advantage in Today’s Market “If you can genuinely understand your customers better than your competition, you will be at a significant competitive advantage.” – Mark Walker
[4:32] 1-10 Rating: Importance of Scaling Customer Obsession in Business “Scaling customer obsession may drop from 10 to 8 out of 10, but it should never fall below 6 or 7. Otherwise, you risk prioritizing process, bureaucracy, and efficiency over the customer, leaving the door open for a more customer-obsessed competitor to come and eat your lunch.” – Mark Walker
[1:28] The Gold Mine You’re Missing in Lead Nurturing “Go take a look and consider how much money is tied up in leads we're not effectively nurturing today. These could be clients tomorrow.” – Mark Walker
YOUTUBE SHORT: “Marketing is sometimes misaligned with what sales needs. This disconnect between MQLs and SQLs is a big reason why lead nurture programs often don’t get the attention or budget they deserve.” – Mark Walker
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