The Lead Generation Pipeline: Nurturing Prospective Clients Will Pay Off Later


It is a basic tenet of professional services marketing: the first step toward generating new business is establishing a qualified lead - a prospective client who fits within the parameters of the services you provide.

While it is great to receive an inquiry from a qualified prospect who ultimately gives you a signed agreement with payment, it does not always turn out this way. This does not mean that the lead should be dropped or discarded. Every inquiry has the potential to become a valuable future client if you remain on the prospect’s radar screen. To do this, you need to develop a “lead pipeline” by focusing on three areas: capturing the lead information, keeping it in the pipeline and nurturing the lead along the road to becoming a client.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Sharon Berman, Berbay Corp. Marketing & Public Relations | Attorney Advertising

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