Rule #1 of Sales: Stop Doing This in Lead Nurturing
+ How a Conversation (Not a Resume) Landed This Job
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(Exert from my recent Sales training.)
The costly lead nurturing mistake we made (and how to avoid it)
3 Questions with...Shaun Lee, Content Strategist at JLL
1️⃣ What’s a surprisingly effective strategy you’ve used recently?
Content creation isn’t always about more. It’s about maximizing what you already have.
Example 1: We transformed an older guide on total cost of ownership for life sciences into an interactive landing page.
Example 2: We repurposed a stakeholder video interview on liquid cooling into an infographic comparing air vs. liquid cooling.
Result? Wider reach, longer content lifespan, and stronger ROI.
2️⃣ What’s a project that didn’t go as planned, and what did you learn?
Not every campaign hits the mark. Last year, a data center lead nurturing campaign fell short of our targets.
The best-performing asset? A piece on power needs for data centers, a top concern for our audience.
Key takeaway: The more relevant and timely your content, the better the engagement.
3️⃣ What key lesson have you learned from a peer or influencer?
Less is more. Instead of cramming multiple ideas into one piece of content, focus on one big idea and go deep.
This lesson from working with top content professionals has made a huge difference in how we create high-impact content.
This job offer came from a conversation (not a resume)
One of my students landed their first job—not from a job board, not from endless applications, but from a single networking conversation.
Here’s how:
✅ They identified key people in their target industry (and found a bond, e.g. graduated from the same university ).
✅ They approached with genuine curiosity—not a sales pitch (asking themselves WIIFT - What's in it for them?).
✅ They focused on giving value (offering resources and intros) rather than asking for a job.
Too many people treat networking like a transaction. Instead, think of it like building a reputation.
The best opportunities come from relationships, not resumes.
Are you networking the right way?
Joe Escobedo
AI / ABM / Sales Educator by Day (Dad by Night)