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Lead nurturing is a critical aspect of any B2B marketer’s job – it is essential for building relationships with your prospects and moving them along the sales funnel.

Also known as marketing automation, it is the process that allows you to send a series of automated emails with relevant content to an early-stage lead in order to pre-qualify them before handing them to sales.

By keeping your leads engaged with your brand and showing them through valued content that you understand their specific needs, you build their trust in you and move them further down the buying cycle.

You might have a watertight inbound marketing strategy, with a consistent output of engaging content, regular social posts and a widespread social media presence, but if you are not using solid, clearly defined buyer personas as the foundation for all of this work then you will struggle to move forward with your marketing strategy.

It is absolutely crucial that your inbound marketing strategy is developed with a target audience in mind – clearly identifying and defining your target buyers is the first step to a successful inbound marketing strategy.

B2B lead generation has got harder over the years with buyers keen to do their own market research before they engage with any vendors. So getting your story out there and accessible is key. Websites, emails, brochures, webinars are all standards in the mix but what about video?

Well, let's look at the evidence...

1. PLAN, PLAN, PLAN

2. KEEP THEIR FOCUS

Whilst the survey should be easy to answer, try to vary the answer formats to maintain concentration. For Example use a combination of drop down boxes, free text, radio buttons, scales etc. to find out what they really think.

1. IDENTIFY YOUR BUSINESS' BRAND, AND SPELL OUT YOUR SUBJECT

People are far more likely to open an email when they know who it's from and what they'll get if they click. Put your company name in the “from” line for quick recognition. Make sure the "Subject" line is specific and spells out the email's contents. Your email has a great deal of competition in a crowded inbox, so if you don't have an engaging subject line the chances of the email being read are slim. It is the reader's first impression of you and is vital to your campaign’s success.

2. DON'T LET YOUR PICTURES DO ALL THE TALKING

Sure, a picture's worth a thousand words, but these days, those images could be blocked. Make sure your HTML version still looks good and makes your point even without the images. Give people a link to the “pretty” version just in case their email system blocks images.