“Thank you, but we don’t really need your services right now. I was simply gathering information.” Have you ever heard a similar response? Is it worth the work it might take to turn such a casual searcher into a customer?

Many of our clients have found success by taking the time to educate such researchers. Educating your prospects in the benefits of outsourcing in general, and purchasing those services from your company in particular, can take them from: “Hmm, I wonder what this business service is all about” to: “We really need this company’s services!”

This is the essence of successful B2B marketing. Debra Murphy elaborates on this process in her blog, Masterful Marketing: “B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person.

“This marketing activity is usually the first step in a longer, integrated touch campaign that may include direct mail, telemarketing, Web casts, newsletters and follow up by sales representatives who will discuss the businesses requirements in more detail and move the prospect through the sales cycle.”

Consider… how much value does each new customer bring to your company? If the answer is hundreds or thousands in increased revenue, then by all means, make the effort to educate and nurture each and every lead.