The bottom line is that if you aren’t attracting the right type of prospect from the outset, you will not achieve your business goals. The quality of the leads that your campaigns deliver at each stage of the marketing funnel can make or break your entire model.

In order to optimize the value of each and every lead your team generates, you need to be tailoring your engagement and nurturing efforts by the decision-making stage each prospect is in. One size rarely fits all in life, the same goes for how you speak with your prospect.