You’ve heard it before: “We just need more leads.”
But here’s the truth: more leads don’t automatically mean more deals.
Today’s B2B buyers are overwhelmed with choices and information. Only about 5% of your target accounts are actively in-market at any given time. So what happens to the other 95%?
They’re still watching. Still researching. Still deciding.
The businesses that rise above the noise are the ones that nurture trust, offer value, and show up consistently—before, during, and after the buying window. It’s not about chasing quick wins anymore. It’s about cultivating long-term relationships that convert when the time is right.
