Top 2 B2B Lead Nurturing Characteristics for Success


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At the onset of every campaign to reach and engage quality B2B leads, there are several key considerations all B2B marketers should have top-of-mind. Specifically, with B2B lead nurturing, one must clearly define program goals and objectives to ensure prospects are responding to your continued attempt to engage them, but also to justify your investment in building a multi-channel experience. If this is something your marketing team is not doing today, there’s a good chance your results may not be hitting the mark.

Consider the following 3 characteristics for your lead nurturing program that will effectively drive B2B leads:

1. Track buyer journey progression
2. Target personas with personalized messaging
3. Automate sequential messaging increase efficiency


Marketing return on investment can be easily attributed to when a nurtured lead results in a sale. Through a consistent cadence of personalized nurture messages to create a highly-customized touchpoint with a prospect, you can influence buyer behavior and advance your lead through to purchase.

An effective B2B lead nurturing campaign encourages progression through the buyer journey. The question is, can you track it? Leveraging sophisticated marketing automation tools like Marketo and Eloqua, you can develop a lead nurturing program that qualifies leads based on their engagement. By assigning a score to a lead based on an interaction that indicates purchase readiness, you can effectively focus your outreach for that B2B lead, resulting in buyer journey progression.


You shouldn’t be shocked when an email receives little-to-no engagement if you send a generic message to B2B leads that are different stages in the buyer journey and have a different set of objectives in their role. Whether or not your organization has done the due diligence of persona development and target audience definition, a customized messaging strategy is a must to ensuring B2B lead engagement and buyer progression.

Pairing this persona-based messaging approach with an understanding of where your buyer is in the journey, your lead nurturing program can promote brand trust and loyalty through high-impact multi-touches. Through a multi-channel approach, you’ll have the opportunity to touch your customer as they go through their buyer journey and stay top of mind to drive greater B2B lead response.


Last, but certainly not least, is how you execute on a trackable, targeted B2B lead nurturing program. Based on certain B2B lead interactions you establish, you can gain insights into what messages move leads forward in the buying process. Based on their response, you can better tailor downstream lead nurturing messages to move them through a buyer journey. You can move leads into a different lead nurturing campaign with alterative more purchase-ready or vertical-specific messaging, for example.

By automating these workflows, your team is freed up from moving leads into different messaging campaigns. Several of the marketing automation platforms we previously mentioned have the capability to do just this – automate and personalize the buyer experience. This level of sophistication is critical to evolving your multi-channel B2B lead nurturing program.

Looking to improve the way your organization generates and nurtures B2B leads? Contact us today to learn more about how we partner with B2B organizations to build multi-channel lead nurturing programs that effectively drive qualified leads resulting in revenue growth.


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