Nurturing leads is an important part of the B2B lead generation process because only leads that are familiar with a company’s product offering will be ready to discuss sales proposals. So, to familiarize leads with the company, its products and its latest updates, lead nurturing has to be done in full earnest.

1. Important Pointers to Nurture B2B Leads
Nurturing leads is an important part of the B2B lead generation process because only leads that are
familiar with a company’s product offering will be ready to discuss sales proposals. So, to familiarize leads
with the company, its products and its latest updates, lead nurturing has to be done in full earnest.
Understand the prospect
● To win the trust of a prospect it is important to be in a position of certain authority. To build that
authority, it is imperative to know your prospect well.
● Marketers must have full knowledge about prospect’s company, the space/industry he operates
in, the challenges faced by the industry, by his company and how the solution offered best suits
his needs.
● Knowledge is key in this relationship – because only with knowledge can marketers provide
prospects with relevant information and slowly assist him in his decision making process.
Showcase your know-how
● Use customer evaluation form or questionnaire for prospects to evaluate the product for free.
● Offer him an insight into what you as a marketer think his pain points are and what kind of
solutions would help him tackle those pain areas. Key point to note here is to provide prospects
neutral viewpoint without promoting the solution.
● This exercise provides enough knowledge on the prospect and puts marketers in a better position
than their competitors.
Share relevant content
● Sending relevant content gives the impression that the marketer understands the industry and the
solutions required for it.
● Send e-newsletters and e-Books only if the content is relevant to him.
● Share recently published research reports/White Papers which would be relevant to the prospect
but requires payment or registration.
● Share case studies on a client which is similar to the prospect so that he is in a better position to
understand the company will go about solving a similar problem/challenge.
Socialize
● Has your company received any third party endorsements, awards, media coverage or are there
any feature enhancements in your product which might be of relevance to your prospect – share
it with prospects.

2. ● Social media is a good medium for lead nurturing and lead generation. Sharing in social media
helps to get feedback on your capabilities and will help build his confidence in your company,
your product and its relevancy for his company.
● Use social media tools to follow your prospect and his company on social networking sites,
microblogging sites, blogs, groups etc. Often these are the places where the prospect shares his
thoughts, fears, foresight etc. and might be a good place to find some relevant information to
understand the prospect better.
Marketing automation software can be used to share content, follow up and track interested prospects.
Also read on - lead management, marketing automation