When is the right time to start nurturing? This is an important question! Should you start straight away (i.e. as soon as the prospect engages)? Or when the prospect reaches a certain threshold (if you are lead scoring)? If you start nurturing too early, you risk annoying the prospect and having them switch off. If you start nurturing too late, chances are you’ll miss the opportunity. What type of nurturing should you be doing? How often, how many times, what content do you want to engage with and through which channel(s)? Successful nurture is about three things: timeliness, relevance and personalisation. In order to manage these three elements, you need to leverage the following: Demographic data In B2B, consider these factors: • What the prospect’s role is, their seniority and decision-making status. • The type of company the person works at - look for any specific trends or drivers in that industry that match your offering • The size of the business - are they enterprise or SMB? Behavioural data The questions you need to ask are: • What did the prospect do to enter the nurturing programme? • Did they purchase anything in the past? If so - what and when? • How have they engaged with you before? • What are their preferences? The Inbound Marketing Playbook / 68