Top tip: capture this engagement using UTMs or PURLs and use webpage scoring to measure engagement. Try using simple surveys rather than standard emails to boost prospect engagement. Timings How often should you nurture? The length of time to leave between each nurture engagement will vary. It could be anything from every day, every five days, or every two weeks. Channels Other essential questions are: what channel(s) to use and how best to combine them? It could be a mix of blogs, videos and social media promotions. You’ll know which channels to use after your initial research into your customer journey and your buyers’ preferences. How closely should marketing work with sales on lead nurturing? Lead nurturing is about getting a lead to a point where they are sales- ready. So, sales and marketing alignment is crucial. Start by discussing with your sales team what a “sales-ready” lead looks like. This will help you understand how much nurture you’ll need to do (this will depend on the type of business you’re in). Introduce a lead scoring system (if one doesn’t exist at your company already). You need to regularly monitor the impact your lead nurturing is having on pipeline. Is it working? Is it too long? Too short? Are people dropping off? Is the B2B sales pipeline drying up or does low-lead quality remain the issue? Depending on the answers to these questions, you can increase or decrease scoring or refine the nurturing programme. The Inbound Marketing Playbook / 70