From the point of receiving leads from a source (sales team, demand generationng company, referrals from existing clients, etc.) marketing and sales managers, as well as business owners, face the challenge of understanding how to convert leads into revenues, raise brand awareness, and build healthy long-term relationships with potential clients. In this lesson, we will define the nurturing process, explain its advantages, and list steps that must be taken to reach these goals. We will also gain an understanding of why clients are at the heart of the nurturing process and why there is no “one-fit-for-all” nurturing strategy that works effectively for every B2B sale.

Your nurturing strategy should be aimed at all your leads, but prioritize those who are most qualified for your solutions. Qualified leads can be determined through lead validation and scoring. In this lesson, we will focus on learning about various types of leads and understanding what nurturing approaches can be applied to them. We will also discuss the scoring process and use of Marketing Automation Tools. Additionally, you will learn about the benefits of partnering with a demand generation company for the lead validation process.

Once reliable leads are qualified and selected, the next step is to choose effective content marketing strategies to nurture them. In this lesson, we will discuss the most recent trends in content marketing, with a focus on their use in the nurturing process. You will gain an understanding of how good asset libraries are developed and why it's important to find your voice to communicate with leads and clients. You will also learn what questions you need to ask yourself while designing nurturing campaigns and what common mistakes to avoid in email marketing.