The new 95-5 rule holds that 95% of the people you are marketing to at any given time are not ready to enter serious sales dialogue. They lack one or more of these crucial five criteria: budget, need, timeframe, reason to act or willingness to engage in serious sales dialogue. However, if you build content that matters to your audience and constantly provision it to them, over time, nearly all of them will encounter need, budget, timeline, reason and willingness to engage in dialogue. This is why lead nurturing is critical to your ultimate success.

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