This is what good lead nurturing must do - it must answer questions and position your product as the ultimate solution to your prospective customers’ challenges. Why do you want to do lead nurturing? What are you trying to achieve? Usually, businesses are looking to improve the quality of the B2B leads that are being handed over to sales (taking leads to a “sales-ready” stage - that usually goes hand-in-hand with lead scoring - ranking your leads on a readiness scale until they reach a certain threshold). In order to start nurturing, you need to dig into your buyer’s journey. Ask yourself the following key questions: • How did they find your products/service? • Where do they look online for information? • How do they evaluate which products are right for their business? • What steps do they take through their discovery journey? • What content are they engaging with? The more you know, the better your nurturing programme will be! One of the ways to get this information is to speak to those customers who have just gone through your sales cycle. This can be done by setting up online surveys or virtual meetings. Review the journey with them - what they liked, what they didn’t like, and what added value to the process for them. The Inbound Marketing Playbook / 67