B2B Lead Nurturing Email Best Practices: how to build a lead nurturing plan

How do I put together a lead nurturing plan using B2B lead nurturing email best practices that is not over-complicated but is effective?

This is a great question from a recent visitor (thanks Jessie! And thanks to clients Stefanie and Ryan for similar insightful questions)  Since Marketing Automation and other nurturing tools offer so many options it is often tempting to overcomplicate.  While a lead nurturing plan can get very sophisticated, we recommend building a b2b lead nurturing email best practices foundation and then evolving it with a test and learn approach.


B2B Lead Generation: Great Benchmarking And Best Practices For Lead Generation from CSO Insights 2010 Lead Generation Survey

CSO Insights has published their 2010 Lead Generation Optimization Survey Results.
And it includes some useful stats including:

And finally the top three program tactics as judged by quantity/quality of leads were:

  • e-mail marketing
  • tradeshows
  • web site registration/opt-in

But they share lots of other useful benchmarks in this free Marketo sponsored presentation:

Lead Generation Optimization 2010 Survey Results and Analysis Charts from Survey

View more presentations from Marketo.

B2B Marketing: Pipeline Optimization – how to attract and nurture more customers

We just finished a new presentation and wanted to share it with our blog readers.  It covers “How To Use Knowledge Marketing To Attract and Nurture More Customers” by looking at:

  • Decision Stages
  • Sharing What Customers Want To Know As They Decide To Buy
  • Better Visibility Into What Works
  • 5 Questions Worth Asking About Your Pipeline

This best practice guide is designed as a quick overview to help B2B marketers who have a complex product or solution and buying process.  For example  technology, software, B2B services, and professional firms.

What is really fun about this presentation is that anyone can sketch it on a napkin or a white board when you are trying to share ideas about knowledge marketing, how to get the most out of marketing automation tools, or best practices.  And if you have worked with BrainRider you know we like to sketch up ideas!

Getting More B2B Customers – a quick guide to optimizing your sales and marketing pipeline

View more presentations from BrainRider Knowledge Marketing Group.

Feel free to use any of the ideas in this deck as you develop your own marketing programs.  But please share your experience with us!  And we would love your thoughts, input and comments so either post or click on the “Get In Touch” button at the top of your screen.

Decision-stages content map

Understanding What Customers Want To Know At Each Stage of Their Decision Process

B2B Decision Stages: Understanding what your customers want to know at each stage of their decision-making process from defining the problem to evaluating alternatives to negotiate and commit. Including: Trends & Statistics, News & Analyst coverage, Benchmarks, 101 Education, Need & Gap Assessments, Solution comparisons, Implementation plans, Product roadmaps, How to buy, Credentials, Real case-use studies, ROI/TCO, How to build their business case
Understanding what your customers want to know at each stage of their decision-making process