Your prospects have signed up and digested your top of funnel content. The whole lead nurturing process is based on education - educating them on how you solve their problem, why you're a good fit for them, which other companies (preferably similar to them) have seen the benefits of your solution before. We can design this whole nurturing section for you and implement it using your marketing automation solution or manually if you don't have anything in place.

People make emotional decisions then use logic to justify them. Top of funnel content is all about that emotional decision, middle of funnel content is designed to satisfy the logical justification. That may mean we build ROI calculators for you, or interview your clients to produce case studies. We'll work with you to decide what we can re-purpose and what needs building from scratch.

Whether or not we implement nurture campaigns depends on the level of marketing automation in place. If Pardot, Hubspot, Infusionsoft or some other system is in place we can leverage that to automate the process. What's important is to have adaptive campaigns, i.e. campaigns that adapt to how a lead interacts with the information provided. All lead follow up is done in accordance with GDPR. There is a lot more detail on this in our blog post B2B Digital Marketing.

How a lead interacts with the nurture campaign should be scored. The greater the interaction, the higher the score and when a lead reaches a certain score it can be turned into an opportunity and passed to your sales team. Automated lead scoring needs technology but if it's not in place we can design a more manual lead nurturing process that better fits your business.