Just as the cat is both alive and dead until the box is opened, a lead is both valuable and not valuable until it is qualified and nurtured.

Until a lead is qualified, you don’t know if they are a good fit for your product or service. They could be a high-quality lead with the potential to become a customer, or they could be a low-quality lead that will never buy from you.

Just like Schrodinger’s cat, the true value of a lead is hidden until it is observed. Only after you have qualified and nurtured a lead can you determine whether they could be a valuable prospect or not.

Here’s how Schrodinger’s cat can be applied to B2B marketing:

• A lead submits a form on your website. The lead is now in the “uncertain” state, just like Schrodinger’s cat. You don’t know yet if they are a good fit or not.
• You follow up with the lead and schedule a call. This is like opening the box and observing the cat. You are now starting to qualify the lead and learn more about their needs.
• The lead has a positive phone call with your sales representative. This is like seeing the cat’s paw twitch. It’s a good sign that the lead is interested in your product or service.
• The lead signs a contract and becomes a customer. This is like seeing the cat fully alive and out of the box. The lead has now been qualified and nurtured, and they are now a valuable customer.

Focus your efforts on creating and nurturing the leads that are most likely to be valuable, and it can help you to avoid wasting time on those that are not a good fit.

I let an AI write that – can you tell? 😉 It might have missed the bit where you open the box, the cat realises it’s about to get a premature prospecting call from an over-zealous SDR, jumps out of the box and legs it…