How to Align Sales & Marketing for B2B Lead Nurturing


In simple words, Lead Nurturing is all about engaging with your leads at each stage of the sales funnel, and grooming them via targeted content to move them further down the sales funnel, and finally convert them into customers.

This is the ideal scenario that everyone out there wants to achieve. However, majority of the organizations ignore the “targeted content” part. They bombard the prospects with weekly or monthly content based on their subscriptions & ignore the key aspects that would actually make the leads consume their content.

Here, I would be talking about how to nurture top of the funnel leads (TOFU) & middle of the funnel leads (MOFU), and take them down the sales funnel.

So, first and foremost it’s high time we realise that nurturing your leads is not the responsibility of the marketing team alone. To take these leads further down the sales funnel, Marketing needs to work in impeccable sync with Sales. Key inputs from the Sales team can actually make or break your content.

Smart lead nurturing approach can be broken down in to the following steps:

Step 1: Segment Your Lead List According to Buyer’s Journey

You should start with segmenting your prospects as per their buyer journey.

  • Awareness Stage : It implies the state where the buyer is involved in educational research to understand requirement in a better way. Here is where 60-70% of your leads will be present. The Prospects who are focused on more informational content, and thus are either subscribed to your blogs or have downloaded a newsletter etc. – fall under this stage.
  • Consideration Stage : These are the prospects who are a step ahead in the buyer’s journey and want to explore all the available offerings to fulfil their needs. It can be in the form of a whitepaper or an e-book which talks about the solutions they are seeking.

Once you are done with your lead segmentation, it’s time for Marketing and Sales to sit together and put in their thoughts to come up with a buyer specific content. Sales guys are the ones who know the buyer and are always talking to the customer. They know the needs of different industry specific customers, which can be leveraged for developing the content you will pitch to each segment. Collaborated efforts of Marketing and Sales will result in great inputs in terms of keywords the buyers use, terms/jargons in an industry or region, buyers’ interests or what’s trending at the ground level. All this will help you to prepare targeted content and strike the right chord with your leads.

Step 2 : Create a Hyper Personalized Campaign

Now you have your buyer personas and content ready.  So go ahead and create your automation workflows and send personalised emails (with Prospect Name & their Organization). Personalization here means adding the prospect’s & organization’s name in the email at relevant points, complemented by the content with which the buyers personas connect.

We implemented this at Inside Sales Box and saw our Email Open rates touch 30% and click rates go as high as 8%.

Our data shows that valuable insights from the sales team helped us build the right content.

I can tell you that this is not a one time activity but a continuous process of improving your content, images, landing pages and CTAs. Only through continuous iterations and analyzing your KPIs, you can improve your conversion rates.


That’s all for now.  Please add a comment if you feel this post added any value to you. I will be delighted to hear your views on this. You can also write to me.

Related Links: 7 Must Read Sales Books for A Great Sales Pitch

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