Lead nurturing involves supplying prospects with resources and support to facilitate their independent research, making it an integral component of buyer enablement.

By doing so, an effective nurturing strategy builds a relationship with the prospect while simultaneously increasing funnel velocity by simplifying the purchasing process. 

As the majority of B2B sales cycles now last more than six months, lead nurturing is essential for ensuring that buyers are engaged and actively encouraged to progress toward making a purchase decision.

By segmenting your audience based on criteria such as industry, company size, role, and stage in the buyer’s journey, you can provide stakeholders with materials that address their unique challenges and requirements. 

For example, C-level executives could be delivered content that focuses on strategic impact and long-term ROI. Similarly, technical professionals could be provided materials that explore product specifications, integration capabilities, and security features.

Effective lead nurturing strategies should go beyond addressing knowledge gaps and should focus on sharing expertise focused on the goals of buyers. Position your team as valuable subject matter experts (SMEs) by providing tailored assistance throughout the buyer’s journey. 

This could include offering consultations where your team can assess the specific technical challenges being faced by buyers and recommend tailored solutions. This way your teams can solidify your brand’s expertise and reinforce your UVP. 

Behavior-based triggers enable you to deliver highly personalized content and support to prospects based on their engagement patterns. Analyzing intent data, such as the pages and topics buyers are focused on, can be leveraged to establish automatic actions aligned with buyer interests. 

Below is an example of a behavior-based trigger:

It is important to note that, as a part of the nurturing strategy, outreach should be focused on buyer enablement and not on driving for an immediate sale. Sales teams should utilize nurturing to provide additional resources, personalized guidance, and answer questions prospects might have.

Behavior-based triggers enable you to deliver highly personalized content and support to prospects based on their engagement patterns. Analyzing intent data, such as the pages and topics buyers are focused on, can be leveraged to establish automatic actions aligned with buyer interests.