How to nurture b2b leads?

Upsail team


The goal of marketing is to generate a large number of quality leads.

A lead is any contact information relating to a company or individual who has shown an interest in a product or service that could potentially lead to a deal.

Lead management should lead customers to purchase. At the same time, the business process must be formalized for effective management of cross-functional teams. To achieve excellent results in customer relationship management, this business process must be constantly reviewed and tailored to specific products and services – this ensures that your company uses the most effective lead management tools at any time.

Customer Relationship Management

There are several stages in working with leads:

  • customer acquisition (lead generation);

  • lead nurturing b2b;

  • transfer to a deal.

Customer Acquisition (Lead Generation)

Various marketing channels can be used to interact with potential customers. These channels differ in cost structure and ability to reach customers and capture their attention. In this case, the track means the format of interaction with the audience, which is considered promising in attracting new customers. Among the traditional direct channels of lead generation, one can mention contextual text and banner Internet advertising email mailing lists, placement of direct links on popular web resources, participation in exhibitions and conferences, etc.

To ensure effective lead management, you must build a process that will lead the client to purchase. Since many people can be involved in this process, rules must be formalized for managing cross-functional teams of employees.

The lead management process should be regularly reviewed and adjusted to the specifics of the products and services implemented to improve efficiency. For each sales channel and effect, it is necessary to build a business process properly.

Another essential task is the qualification of leads. All companies face the following challenges when working with leads:

  • the intersection of information about leads;

  • chaotic distribution of leads;

  • a significant amount of duplicated information;

  • the inability to uate the performance of sales managers.


According to statistics, only about 3% of customers are immediately ready to make a purchase, another 27% are waiting for additional information to make a final decision, and 70% are just not prepared to buy the proposed product or service. The nurturing process involves the transfer of leads from groups of leads that are not ready for a deal to a group of leads that are ready to buy. At the stage of lead nurturing funnel, it is necessary:

  • provide effective email marketing, i.e., delivery of content via email newsletters;

  • to remind yourself through advertising distribution channels (both through new Internet channels and through traditional ones).

Practical Steps to b2b lead nurturing.

Limit your leads

Additional types of leads need you to support other b2b lead nurturing strategies relying on your audience. You can recognize and organize your communications based on the B2B sales channel. Exploring your audience allows you to choose your buyer’s character to create an excellent customer shape. In other terms, you recognize the pain points and needs of your exact target audience so that you can complete and disseminate appropriate content for them. Typical kinds of leads include:

  • Information Qualified Leads (IQL)

  • Warm and cold leads

  • Qualified Lead Sales (SQL)

Pay attention to feedback.

As noted earlier in the article, lead nurturing is attending to your competitors’ needs and coming up with answers. So this contains knowledge and learning about their problems and anticipations. You can determine areas that need special modification by the following feedback and learn from classes.

The secret to winning back customers is to get them to feel optimistic about your products, services, and their relations with your brand. You learn to continually improve your offerings and brand to meet or exceed customer anticipations by paying awareness to and reacting to client feedback.

Take advantage of email automation.

An email marketing automation strategy is required to control your leads from going cold. The method will help you in many forms, including automatically causing emails or notifying you of any favorable feedback from possible customers.

Email automation is no replacement for human interaction, as all B2B lead work requires human contact. Email automation is essential to keep your leads fresh, and your lead nurturing efforts aren’t wasted, especially when your sales team is overwhelmed.

Keep your data updated to today

Keeping a lead’s data up-to-date can be daunting when your sales and marketing teams are significant. If a potential client deals with different team members each time they contact, getting a general idea of ​​the client, their needs, and intentions is difficult to determine.

In this case, a CRM system can help manage data more efficiently. As new calls and contact information come in, each team member can update the prospect’s profile if necessary and immediately share any recent changes with the rest of the team in case anyone else takes a call from that lead-client in the future. Using the CRM with other features such as website analytics and email marketing, contact data can also be updated with this information, providing an overall picture of a customer’s interest in you.

However, the essential factor in the effectiveness of a CRM system is the need for all users to update all relevant information consistently. If one employee forgets to update it or even deliberately wants to withhold information, then instead of a satisfied one, you may have an unsatisfied client; therefore, ensure that all employees are trained to use the tool at the right level and also that they use it regularly.

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