Buyers in a sales process don’t always hurry to take out their wallets. Instead, the first time you interact with them will often be prospective, scoping out both your product and firm. This is doubly true in slow burning B2B sales, so it’s important you have a process at hand to bring this sale to close.

Nurturing campaigns are just the tool for the task. These are long-term outreach campaigns, tuned to maintain interest in your brand and bring the potential customer into your sales process. Creating one can be a complex task, as can choosing what kind of process you want to employ. However, you should always be aiming to address the following:

  • Finding “blocking” issues and working around them. It’s important that you work to ease these pain points as soon in the process as possible.
  • Offering gated content that gives them specific information on your firm
  • Creating trust and awareness with the buyer
  • Getting them to contact you, to initiate the sales process.

In the B2B sphere, there are a number of specific factors you will want to tune your campaigns for, and we have included six of them below.

Cold Leads

This is the basic one. A flare of interest, and then nothing. Sometimes, there might be no work to do. Maybe they weren’t in a position to buy, but are currently. Now, all you have to do is get in touch.

A well-crafted campaign can bring them back into the buying process. Here are a few ways you can re-engage with them

  • A simple update! Let them know what’s different, what’s new, and how it matters to them. Special offers and discounts are all great ways to reignite their interest.
  • A touching email. Let them know that you miss their business, and that you’d like to get in touch. This time, you’re talking to the person, not the firm. So be direct, and engage.
  • Who doesn’t love a survey? A reliable way to get them thinking about their past interactions with your firm, it’s also a great way to make them contemplate future ones.


The industry your buyer is in is a key part of their profile. Make sure you have this information, especially when interacting with medium-to-large firms, so that you can tune your campaign to their interests. You can check where the lead originated, what tradeshows you have met them at, all that good stuff. That way you know their interests, which is a great way to make your emails relevant.

Once you have an idea of what they care about, you can send them some of the following:

  • Professional releases- White papers, guides, you name it. This way, you can appeal to their interests while keeping your name at the top of their minds.
  • Interactive materials- Things like web-seminars, e-books, your recent case studies. These all highlight your relevance and shared experiences, which can spark future contact.
  • Blogs- Make yourself a source of new and interesting information. If you are really lucky, eventually they will start coming to you for information.
  • Demonstrations- Something to show off the skills of your firm. Maybe set up a free consultation, or a review. That way, you can show off your value, and build closer contacts.


Subscribers are a little different from your other campaigns. Here, the person has already expressed interest in hearing from you. The key here then, is to build an “experience” to welcome them into your environment.

Really, this campaign is often just one or two emails. The first is critical, and it’s the email welcoming them to your service. This has a number of functions to play, including:

  • Thanking them – You want your subscribers to feel valued, so make sure to thank them for their interest.
  • Preparing them – It hopefully won’t be the last email overall, so make sure to let them know what to expect from you. What kind of content, and when, is all key information that you should be providing.
  • Prompting them- A good call to action never goes astray, but make sure not to be too promotional. That can wait for their interaction on your website.

General Nurturing

This, in many respects, is your bread and butter. This campaign aims to move leads down the sales funnel, and start them on the path to being a customer proper. This is the introduction to your firm for people who don’t know you well, so you want the campaign to follow the TOFU, MOFU and BOFU (top, middle and bottom of the funnel) approach, as below:

  • Stage 1: TOFU – Here, you are just sending information. At the beginning of the process you want to inform, not persuade. Consider material such as a blog post, or other informative content. This introduces them to the field that you want to sell to them in.
  • Stage 2: MOFU – Here, you can start introducing the concept of a problem, and the idea that you are a potential solution. This should come a while after stage 1, but not so long that they are slipping away. Things like case studies, or a firm report, are all great ways of positioning your firm at the centre of their concerns.
  • Stage 3: BOFU – This is the last email or emails that they should receive in the campaign, and starts pitching the product directly. Here, you offer free services or assessments, perhaps with a discount code. This leads them directly to the door of a purchase, and ends your campaign without seeming salesy.

Hot leads

Ok, this customer is interested. They frequently consume your media, and engage with your firm on social media. Here, your campaign can be expedited somewhat, and can start straight at the MOFU stage.

  • MOFU offering – Provide something like a case study, but make sure it is related to their interests. You want this to inform them about your services in a very direct way.
  • BOFU – Free services, consultancy sessions and so on are great ways to progress a hot lead.
  • Sales team – If they have progressed this far, your next email should be to get them in touch with your sales team. That way, you can move them on to being a…


Your campaigns shouldn’t just end when a firm becomes a customer. Keeping them interested in the long term is a key goal, so make sure you are prepared for what happens after the “buy now” button.

  • Thank you – This is typically sent shortly, perhaps a day, after the customer makes their purchase. Keep it brief with your thanks, and perhaps include some company-centric material to keep them in the loop. This is a good time to ask them to subscribe to your mailing lists, or to follow you on social media.
  • Follow up – This can come maybe a month after purchase. Enquire into their experience with your product, and perhaps offer them a feedback opportunity. This is a great way to create a cohesive after-purchase experience, and can really make a customer feel valued. Make sure you include concrete contact details, so that any unhappy customers can know that their concerns will be addressed.
  • Promotion – Now that they have had time to think about and use your product, consider sending them some promotional material. They might appreciate a discount or offer, so use this as a way to bring them back into your orbit.

So there you have it. Having a cohesive campaign strategy can make sure that you are taking full advantage of your contact with customers. It can also help shorten the sales cycle, by over 20% according to Market2Lead. That’s an irresistible opportunity for any sales team, so make sure you take advantage!

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