A common question we often get from customers new to lead generation is, “How long should we wait before calling them?”
At first glance, it might seem like a simple question. But buried within it is an important lesson for B2B marketers. Many marketers are eager—sometimes too eager—to call leads right away and push them into a more direct sales conversation. However, reaching out too soon can turn off potential customers, while waiting too long can cause the lead to go cold or become stale.
Here are a few things to keep in mind as you find the balance between pushing for immediate sales engagement and nurturing your leads patiently until they’re ready.
Don’t Rush It
In B2B marketing, calling a lead immediately after obtaining their contact information is often a mistake. Think of it like dating—you wouldn’t want to go in for a heavy conversation right after the first meeting. Instead, take the time to nurture the relationship. Businesses that nurture leads see up to 45% higher ROI than those that don’t.
Timing is Key
The timing of your outreach matters more than you might think. Understanding your lead’s buying journey and knowing when they are most receptive to hearing from you is critical. Bombarding them with calls or emails at the wrong time can hurt your chances of engaging them effectively.
Create Anticipation
Nurturing leads with relevant content and personalized messages helps build anticipation. Let your leads get curious about what’s coming next, and give them a reason to engage. Leads who are nurtured are 47% more likely to respond than those who aren’t.
Show You’re Paying Attention
When you do reach out, it’s important to show that you’ve been tracking their behavior and interests. For example, if a lead downloads a high-value resource like a whitepaper or requests a demo, they may be ready for more focused sales conversations. Tailor your approach to show you understand where they are in their journey.
Nurture with Value
To build strong relationships, B2B marketers must consistently provide value. Companies that excel in lead nurturing generate 50% more sales-ready leads and reduce the sales cycle by 23%. Offer relevant content, insights, and solutions that directly address their challenges. This approach helps build trust over time.
Keep It Casual at First
Your initial outreach should be light and focused on adding value, not pushing a hard sell. Save the direct sales pitch for later in the process when the timing feels right.
Learn from Experience
It’s essential to continuously assess and adjust your lead nurturing strategies. Not every approach will work, and that’s okay. The key is to learn from your missteps and improve over time.
The bottom line is that it’s important to resist the urge to dial that phone number immediately after a lead shows interest. Instead, nurture them with patience, provide ongoing value, and wait for the right moment when they’re truly ready for a deeper conversation. By building meaningful relationships with your leads, you’ll set the stage for more successful conversions down the line.
In the end, it’s not about how many leads you can generate—it’s about the quality of the relationships you cultivate.
