leads = seeds

Fact: We’re obsessed with leads

Some of are obsessed about accounts

Most of us are worried about impact on revenue

But how do you nurture leads

Especially if you’re going after targeted accounts?

Answer: Build deep relationships (easier said that done, I know)

I was thinking and I realized

A successful nurture or relationship building process is very similar to gardening

And we need to follow a few steps to have a great garden (pipeline)

Here are the 5 steps for a great pipeline:

Step 1: Soil Preparation (Account Selection)

One of the most common mistakes is not planning the garden and plant selection properly. (read lead selection)

It's important to consider factors like sunlight, soil type, local climate and space.

Be sure to choose plants (accounts) that are appropriate for your climate (company)

Don’t start too big or with too many plant varieties.

It's often better to start small and gradually expand as you learn.

Start by segmenting your target accounts (based on factors like industry, size, buying behavior).

Step 2: Sowing Seeds (Personalize Content)

A gardener carefully sows the plant seeds in garden beds specifically prepared for them.

Approach your target accounts with personalized content that speaks directly to their needs.

Water it with relevant case studies, personalized emails, industry-specific reports, and interactive content.

But don't overdo it.

Remember, the plant (relationship) is delicate right now.

Step 3: Nourishing & Watering (Engage)

Just as plants need regular watering, engage with your target accounts across various channels consistently.

Use social media, events, webinars, and personalized direct mail to nourish the relationship.

Maintain a healthy balance between sharing informative content and selling your service.

Don’t go pitch-slapping everyone you connect with - it’s not cool

Regular interaction keeps the connection alive & ensures you remain top-of-mind

Step 4 - Weeding & Care

Weeds (Bad leads) & not pruning (overt selling) can quickly harm your garden

Understand when to pitch and when to add value.

Loosen the soil and add nutrients regularly for further growth of the plant.

Now, track your progress

Step 5 - Patience

Just like a garden doesn’t grow in a day

Nurturing your leads and building trust will require time, effort & patience.

Have patience even if there is nothing to be seen for a few weeks