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The first thing that marketing should provide for your business

Of all the things that marketing communications can bring your business, what is the first and most valuable? What is the low-hanging fruit that is often ignored when big, new marketing initiatives are being planned? Answer: converting past customer prospects that you are not nurturing. Most small businesses don’t nurture prospects – if a prospect can’t be sold in the short term, they move on to new leads. It’s the failure of an outdated sales process that’s not supported by strategic marketing. Nurturing relationships with past prospects has a high ROI because it recoups value from the initial investment already made with prospects. Nurturing prospects increases sales, elevates your brand reputation, and recoups lost value from your lead generation and sales efforts.    — Darren Ballegeer

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