Why It Matters
Most leads aren't ready to buy when they first find you. Research from Forrester shows that companies excelling at lead nurturing generate 50% more sales-ready leads at 33% lower cost. The average B2B buyer consumes 3–5 pieces of content before talking to a salesperson. If you're not nurturing those leads with email, your competitors are.
How It Works
A nurturing sequence is a series of automated emails triggered by specific actions — downloading a guide, visiting a pricing page, attending a webinar. Early emails educate: blog posts, case studies, how-to content. Middle emails build credibility: customer stories, comparison guides, ROI data. Later emails drive action: free trial offers, demo invitations, limited-time promotions. The sequence adapts based on what the lead does — someone who visits your pricing page three times should get a different email than someone who only reads blog posts.
Quick Tips
- Map your nurture sequence to the buyer's journey — awareness content early, decision content later
- Space emails 3–5 days apart; too frequent and you'll trigger fatigue, too sparse and they'll forget you
- Use behavioral triggers, not just time delays — an email sent because someone viewed your pricing page is 10x more relevant than one sent because three days passed