How can you use lead nurturing to move prospects through the B2B sales funnel?

Also the B2B buyer journey is never linear. It’s an ongoingloop before any decision is even made. When thinking about buyer’s journey, also think about the Influencers in that journey. Understand the profile of the influencer too and how they help the buyer persona to make purchase decisions.

Lead nurturing in B2B sales involves sending targeted content and offers based on each prospect's stage in the buyer's journey and persona. By understanding your buyer personas, you can create content that addresses their specific concerns, goals, and business needs. For instance, early in the funnel, share educational content to build trust with top-of-funnel prospects. As they progress, offer more detailed content like webinars or case studies that align with their increasing product knowledge and interest. Finally, for those nearing a decision, personalized demos or consultations can address their unique requirements, moving them towards a purchase.

I agree, the in my opinion B2B buyers consume content not because they are in multiple channels or formats, but because they follow the recommendation of their influencers. So content format and channel as equally as important as which of their influencers show up in that channel or format. For eg: having a webinar with industry analyst from Gartner will attract all the viewers who find Gartner opinions valuable for their decision making process.

Choosing the right channels and formats for lead nurturing in a B2B context involves understanding where your prospects spend their time and how they consume information. If your buyer personas are C-level executives, using professional networks like LinkedIn and sending brief, data-rich whitepapers may be effective. For tech-savvy users, informative webinars or podcasts on platforms like YouTube or industry-specific forums could be more appropriate. It’s essential to match the content format with the channel—for example, infographics on social media for quick insights, and in-depth reports via email for detailed analysis. This tailored approach ensures your message resonates and engages each segment effectively.

Buyers will engage with content only if they find it valuable. The goal of every content is to go viral among the buying committee. Content is the first format through which a buyer interacts with any brand. And its important to have a strong first impression. Now its rarely understood which content will the buyer land on , if ever on your content. Hence every piece of content that you put out there, ensure its relevant and valuable to your audience.

B2B marketing allow personalization at a granular level. You can understand what your target buyr like/dislikes just from their social activity. Leverage that information to personalize every interaction with your brand.

The most successful way I think marketers can nurture leads already in the sales cycle is through events. Hosting a special dinner and inviting 40% of your clients + 60% prospects in your current sales cycle with your ELT team can really help build rapport, humanize your company and let your prospects hear how great your company is directly from the 40% of attendees that are customers. It's a much more organic way of helping to build the relationship + trust. Also don't just do a happy hour, make this fun, interesting and special. Ideally something they wouldn't normally do (e.g. VIP/box tickets to a sports game, expensive dinner at a restaurant that is super difficult to get reservation at etc.)

Nurturing is not a 'top of the funnel' play. It's an 'entire funnel' strategy. - Offer webinars, comparison guides, and case studies that not only provide value but also subtly highlight why your solution outshines the competition. - Feed them with customer testimonials, ROI calculators, or even a free consultation to tip the scale in your favor. - Onboarding guides, usage tips, and regular check-ins can turn a customer into an advocate. - Old leads can turn hot again if you keep them engaged with industry news, company updates, and special offers. - Don't just stick to email. Utilize social media, retargeting ads, and even good old phone calls to maintain a continuous dialogue.

Lead nurturing? It’s less about touchpoints, more about guiding prospects on their unique journey. I like to this of the funnel as a GPS. Each prospect is navigating their own path. ?? Content GPS: Match content to their journey stage—start with the "why," pivot to the "how," and close with the "wow." ?? Touchpoint Timing: It's not about when you want to sell - it's about when they're ready to listen. The right message at the right time. ?? Predictive Scoring: Let AI signal when they’re ripe for the next step. Quality over quantity. Sales conversations become less pitch, more partnership. Good lead nurturing isn't just moving leads through a pipeline—it's about ensuring they enjoy the ride and look forward to the destination.