A well-executed lead nurturing campaign can add millions to your pipeline, and we’re not exaggerating.

At Artisan, lead nurturing has been a fundamental part of our strategy from the start. And it was instrumental in achieving $5 million in annual recurring revenue by our first year. 

Curious how to pull this off for your company? Let’s break it down.

What Is B2B Lead Nurturing?

B2B lead nurturing is a set of practices used to build relationships with potential customers (leads) all the way throughout the buyer’s journey. Lead nurturing lasts from the very first prospect interaction right up until a deal is made. 

Why is there a need for lead nurturing in B2B?

Over 30% of interviewed B2B teams say their sales cycle lasts between one and three months. For a little over 20%, it takes even longer. 

And it’s easy to see why. B2B teams often deal with multiple decision-makers, and sometimes the person who actually needs the product isn’t even part of the buying process. On top of that, B2B purchases usually involve a much higher investment than a one-off $50 B2C deal. 

So yes, the process is more complex, and it takes time.

When the sales cycle isn’t as simple as “see an ad, click, and buy”— like it often is in B2C — B2B marketers and sales teams need a way to build trust with prospects and guide them toward making a purchase. That’s what B2B lead nurturing is for.

What is the impact of lead nurturing on the bottom line?

Lead nurturing shifts the focus from quick, one-off campaigns to a long-term strategy that informs, educates, and builds trust with your target audience. 

It might feel like a slower approach at first, but here’s how lead nurturing delivers stronger results in the long run:

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  More leads, lower costs: Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower acquisition cost.

  
  
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  Shorter sales cycle: Nurtured leads are better informed and more confident, which helps them move through the sales process faster and with fewer delays.

  
  
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  Increased conversion rate: 44% of deals fall at the last hurdle, particularly because of delays in the process. By shortening the sales cycle, lead nurturing helps prevent drop-offs and improves close rates.

  
  
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  Larger purchases: When you take the time to build a strong relationship, buyers tend to see more value in what you offer — and that often leads to bigger, longer-term deals.

  
  

The Key Stages of B2B Lead Nurturing

For best results, your nurturing efforts should match where the lead is in the buying journey. A typical journey follows three key stages: awareness, consideration, and decision. 

Let’s walk through each one.

Awareness Stage: Educating Potential Buyers

The awareness stage is where a prospective customer becomes aware of the problem and the need to solve it.

At this point, they’re looking to understand what’s going on and why it matters.

Your job here isn’t to pitch your solution but to offer helpful, relevant content that meets them where they are. 

Think blog posts, industry reports, how-to guides, or explainer videos that clarify the problem and introduce possible approaches to solving it, without pushing a product.

Tactics to nurture leads through the awareness stage

Awareness-stage content won’t drive immediate conversions, and it shouldn’t. 

When you approach this stage with the right expectations, it’s easier to create content that resonates. 

Common tactics used at the awareness stage include:

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  Educational blog content: Using blogs to cover high-level topics, industry trends, or common challenges the audience faces. 

  
  
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  Downloadable resources: Offering ebooks, checklists, and whitepapers, often in exchange for an email address.

  
  

Here’s an example of a downloadable resource:

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  Top-of-funnel campaigns: Running paid ads to distribute awareness content and reach audiences who aren’t actively searching yet.

  
  
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  Practical lead magnets with soft CTAs: Providing valuable tools or templates without pushing for a sale. These are often paired with gentle follow-ups to stay in touch.

  
  

Here’s an example of a free-to-use tool: 

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  Search engine optimization (SEO): Getting your top-funnel content to rank for keywords and questions prospects may use in the early research.

  
  

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Consideration Stage: Building Trust and Providing Value

In the consideration stage, buyers have clearly defined their problem and are now exploring ways to solve it. 

They’re comparing different approaches, tools, and providers — and starting to weigh the pros and cons of each.

Tactics to nurture leads through the consideration stage

Content in the consideration stage is getting more practical and results-oriented. 

At this point, your content should help them evaluate their options. It’s not about the hard sell yet, but it’s okay to start positioning your solution as one of the possible fits. 

Here are the main nurturing tactics for the consideration stage:

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  Comparison guides: Content that compares solutions or products, helping buyers understand the trade-offs between options.

  
  
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  Case studies: Real-world examples of how your product or service solved a problem for a similar company or industry.

  
  
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  Webinars or live demos: Live sessions that give prospects a closer look at how your solution works and what makes it different.

  
  
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  Email sequences: Tailored nurture flows that deliver educational content, success stories, or feature highlights based on a prospect’s interests or behavior.

  
  
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  Product-focused blog content: Articles that dive into specific features or use cases, bridging the gap between education and promotion.

  
  

For example, at Artisan, we use case studies to showcase value to our potential users alongside live demos, webinars, and product-focused blog content. 

Decision Stage: Converting Leads into Customers

By the decision stage, your leads know what they need and are actively comparing vendors to find the best fit. 

They’re looking for reassurance — that your product delivers on its promises, that onboarding will be smooth, and that the investment is worth it.

Tactics to nurture leads through the decision stage

This is where your messaging should become more product-forward. Now’s the time to show your leads that your solution is the best fit for them.

Here’s a rundown of nurturing tactics for the decision stage:

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  Direct product comparisons: Demonstrations that show your product stacks up against direct competitors.

  
  
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  Free trials: Low-risk ways for prospects to try your product or service before committing.

  
  

Here’s an example of a free trial extension for prospects that signed up but didn’t buy:

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  Customer testimonials: Quotes or video snippets that highlight real results and happy experiences from current clients.

  
  
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  ROI calculators: Interactive tools that help buyers understand the financial impact of your solution in their specific context.

  
  

HubSpot provides ROI calculators for its various products:

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  Sales consultation: One-to-one guidance to address final questions, demo relevant features, and guide decision-makers through purchase steps.

  
  

In this stage, your marketing leads become sales-qualified leads (SQLs). It's the tipping point — marketing hands off the baton, then sales steps in to close the loop.

Best Strategies for Effective B2B Lead Nurturing

Now that we’ve touched upon some lead nurturing tactics, let’s explore the most successful strategies and explain how to apply them.

1. Setting Up Personalized Email Sequences

Eighty-four percent of marketers use personalized emails to reach their audience along the entire customer journey, and for good reason. 

Your leads are probably hearing from a dozen other companies that offer something similar.

So how do you stand out? Not by pitching harder but by making it personal.

Instead of sending the same cold message to everyone, set up a sequence of personalized emails that actually speak to where your recipients are in their journey.

Here are the types of emails that should make it to your nurturing sequences:

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  Welcome emails: The first email you send when someone subscribes or signs up for more information.

  
  
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  Follow-up emails: These are sent after the initial interaction, like downloading a resource or attending a webinar.

  
  
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  Re-engagement emails: Sent to leads who have gone quiet, these emails aim to bring them back into the conversation.

  
  

Of course, writing personalized emails for every single lead isn’t realistic when you’ve got hundreds of contacts to manage. But with Artisan, and our AI BDR Ava, you don’t have to. 

Our AI research feature called Data Miner finds relevant info about your leads. Ava then uses it to craft personalized emails and LinkedIn messages for your leads. 

2. Multi-Channel Nurturing (Beyond Email)

Your leads live in more than just their inboxes. They’re scrolling LinkedIn, seeing retargeting ads, checking texts, and interacting with websites. 

On average, it takes 31 touches before a B2B deal is closed. According to research by McKinsey, B2B buyers now use an average of 10 different channels throughout their journey. 

But just being present on those channels isn’t enough. More than half of buyers expect a seamless omnichannel experience, where they can switch between platforms without feeling like they’re starting over.

Here’s an example of what a smooth omnichannel experience looks like:

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  Use website chat or AI chatbots to engage visitors in real time.

  
  
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  Continue the conversation with a welcome email sequence.

  
  
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  Retarget leads who opened or clicked through your emails with relevant ads on LinkedIn or Google.

  
  
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  Engage on social, especially LinkedIn, where B2B buyers spend time. Connect and send a message that ties back to your email conversation.

  
  
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  Follow up with SMS and phone calls for time-sensitive reminders, event invites, or trial nudges.

  
  

Omnichannel campaigns are messy. Hence the importance of tying touches together with a CRM or lead nurturing tool that tracks interactions across channels. That way, no matter where your lead engages, you can pick up the conversation right where they left off.

3. Using Content Marketing to Nurture Leads

Informative content is a great way to attract prospects and get them into your funnel, but its value doesn’t stop at the awareness stage.

While 87% of B2B marketers say they use content to build brand awareness, 62% use it to nurture leads, and nearly half (49%) say it directly contributes to sales and revenue.

Here’s what a content-based nurturing sequence looks like:

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  Step 1: Attract with educational content (Awareness)

  
  

Action: Promote blog posts and SEO content that talks about industry pain points.

Tools: LinkedIn ads, organic search, social posts.

Example: A lead reads your blog post titled “How to Scale Outbound Without Burning Out Your SDRs.”

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  Step 2: Capture interest with gated resources (Awareness)

  
  

Action: Offer a walled guide or whitepaper in exchange for an email address.

Tools: Landing page and form submission software.

Example: They download your “Outbound Playbook for Lean Sales Teams.”

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  Step 3: Nurture via email with deeper content (Consideration)

  
  

Action: Send a follow-up email sequence with a case study, a how-to article, and a link to an upcoming webinar.

Tools: Email automation software.

Examples:

Day 1: Case study about a similar company.

Day 3: “How to implement [your solution] in under 2 weeks.”

Day 6: Invite to live demo or on-demand webinar.

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  Step 4: Reinforce with retargeting content (Consideration)

  
  

Action: Run LinkedIn and Google ads featuring testimonial videos and ROI stats.

Tools: Retargeting pixels.

Example: “See how [Client X] cut their outreach time in half.”

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  Step 5: Drive a decision with bottom-funnel content (Decision)

  
  

Action: Email with product demo video and trial invite or pricing breakdown.

Tools: Email software synced with CRM triggers.

Example: “Here's how to get started with a free trial, no setup needed.”

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  Step 6: Keep the door open (Post-Nurturing Stage)

  
  

Action: For leads who don’t convert, continue reaching out with regular content. If a lead hasn’t engaged for a few months, it may be time to unsubscribe them from your list or shift them to a re-engagement campaign.

Tools: Email newsletters, blog posts, webinar invites, and product updates.

Examples: 

Week 1: Newsletter with a blog and customer story

Week 3: Webinar or live demo invite

Week 6: Product update or new feature

Week 8: Relevant podcast or industry insight

Week 12: Re-engagement offer (e.g., bonus content or extended trial)

Week 16: “Last call” email and ask if they want to stay subscribed

5. Re-Capturing Interest with Retargeting Ads

Retargeting ads help you stay in touch with leads who showed interest but didn’t convert.

All it takes is adding a retargeting pixel to your website and setting up a paid campaign. Once someone visits your site or interacts with a key element, your ads will start showing up in their feed — on LinkedIn, Google, or wherever you’re running them.

Here’s how to set up a fully optimized retargeting campaign:

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  Segment your audience: Run separate campaigns for different actions, like homepage visitors vs. pricing page viewers.

  
  
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  Tailor your message to their stage: Based on the content they’ve already interacted with, show ads that match where they are in the funnel — think case studies for consideration and trial offers for decision-stage leads.

  
  

Here’s an example of a free trial ad from Microsoft:

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  Align your ad copy with what they have already seen: If someone explored a specific topic on your site, follow up with ads that build on it.

  
  
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  Set a clear goal: To see a positive return on ad spend (ROAS), focus on one objective per campaign, whether that’s driving demo signups, getting content downloads, or bringing leads back to a product page.

  
  

Hyper-specific webinar ads, like this one by InfoDesk, are excellent for collecting emails:

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  Refresh your creatives: Don’t let ad fatigue set in. Rotate your visuals and messaging every couple of weeks.

  
  

Remember that you’re nurturing leads. You’re not selling to them just yet!

5. Automating the Entire Flow With AI 

AI has improved automation in ways we couldn’t imagine only a few years ago. 

Instead of manually tracking lead activity or writing one-off emails, set up automated sequences that work in the background while your team focuses on selling.

Most lead nurturing tasks can (and should) run on autopilot.

Here’s how to automate your lead nurturing workflow: 

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  Integrate your sales intelligence software with your website for ongoing behavior tracking. 

  
  
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  Automatically capture data from website visits and have your tech enrich lead profiles with it.

  
  
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  Integrate your tech with your CRM system and set up automated lead scoring workflows. 

  
  
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  Have your cold outreach platform personalize your outreach based on the data you’ve gathered. 

  
  
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  Plug everything into a multi-step outreach sequence.

  
  

Setting up all of these automations seems like a daunting task. That’s why an all-in-one tool is the best option in most cases. 

Artisan, for example, handles a wide range of tasks. The full feature set includes website tracking, CRM data syncing, email personalization, and more. 

5 Best Tools for B2B Lead Nurturing

All you need to get all those workflows running is a good tech stack. Let’s look at the best of what the market has to offer. 

1. Artisan: All-in-One Email Marketing & Automation Platform

Artisan takes care of the entire email-based lead nurturing process — from identifying ideal leads to nurturing them all the way through your sales funnel. AI agent Ava handles every step of the outbound sales process, so you don’t have to.

Key Features

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  Prospects from a database of over 300 million B2B, local, and ecommerce leads

  
  
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  Automatically finds and qualifies leads based on your ideal customer profile

  
  
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  Identifies high-intent accounts from your website visitors

  
  
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  Keeps contact data fresh and relevant with ongoing updates

  
  
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  Includes email warmup and deliverability optimization tools to maximize inbox placement

  
  
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  Writes and sends personalized emails based on unique lead data sourced from a large range of sources

  
  
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  Continuously A/B tests email marketing campaigns

  
  
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  Syncs with your HubSpot and Salesforce CRMs

  
  

Pricing 

Contact us to get a customized pricing plan.

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2. HubSpot: CRM Software

HubSpot CRM is where all your lead data comes together. If you're using Artisan for nurturing, you can send qualified leads to HubSpot and manage the next steps from there. It’s beginner-friendly with a solid free plan and more advanced paid options for growing teams.

Key Features

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  Lets you track and manage your leads throughout the entire sales process

  
  
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  Visualizes your sales pipeline

  
  
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  Automates repetitive workflows like sending follow-up emails and creating reminders for follow-up actions

  
  
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  Offers omnichannel campaigns across Facebook Ads, email, chatbots, and SMS

  
  
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  Supports team collaboration with note sharing, deal tracking, and task management capabilities

  
  
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  Seamlessly integrates with various tools, including Artisan for lead nurturing

  
  

Pricing

A free version is available. The Starter Customer Platform starts at $20 per seat/month and includes essential CRM, marketing, sales, and service features.

3. Drift: Chatbots & Conversational Marketing Tool

Drift, now part of Salesloft, helps you nurture leads in real time through AI-powered chat and custom playbooks. It engages site visitors while they're active on your site through personalized conversations relevant to behavior and interests.

Key Features

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  AI chatbots that qualify and route leads 24/7

  
  
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  Custom conversation playbooks tailored to different funnel stages

  
  
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  Real-time notifications for high-intent buyer behavior

  
  
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  Integrates with your CRM and marketing tools for follow-up

  
  
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  Personalization based on account data and previous interactions

  
  

Pricing

Pricing is provided upon request.

4. Hootsuite: Social Media Engagement & Retargeting Tool

Hoottsuite allows you to manage every part of your social media nurturing strategy from one platform.

You can schedule and publish valuable content across channels, monitor mentions and messages to engage with leads in real time, and run paid campaigns for LinkedIn, X, Facebook, and Instagram audiences.

Key Features

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  Schedules and publishes targeted content across multiple social channels

  
  
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  Features a centralized inbox for managing messages, comments, and customer service questions in one place

  
  
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  Allows you to turn social media posts into paid ads

  
  
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  Supports paid advertising on LinkedIn, Facebook, X (Twitter), and Instagram 

  
  
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  Tracks engagement metrics to identify warm leads

  
  
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  Supports collaboration with team members to manage nurturing campaigns

  
  

Pricing

The Standard plan starts at $149/month (or $99/month when billed annually).

5. Nextiva: Customer Support & Omnichannel Business Communication

Nextiva offers a full suite of communication tools, including voice, video, SMS, chat, and email. This is a platform to create a truly unified omnichannel experience.

Key Features

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  Supports centralized communication across multiple channels

  
  
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  Lets sales reps call leads directly from their list

  
  
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  Tracks call outcomes and sends real-time alerts for missed calls or new messages

  
  
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  Records calls and provides insights to help teams improve performance

  
  
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  Offers automation tools like call routing and AI transcriptions 

  
  

Pricing

Pricing starts at $25 per user per month, which includes support for email and social media messaging. 

For $36 per user, you also get voice, SMS, video meetings, and call routing. 

The $50/month plan adds live chat, chatbots, and internal messaging, and the $75/month tier unlocks advanced routing capabilities.

The Power of B2B Lead Nurturing

B2B lead nurturing helps you consistently fill your pipeline with high-quality leads.

It takes patience, but the payoff is fewer dead ends and a faster, smoother path to conversion. But to make it work, you need the right tools to keep things personal without an excess of manual input. 

Artisan makes it easy with a suite of powerful nurturing tools for all of the early and middle stages of the sales cycle. You simply set your preferences and let AI BDR Ava do the rest.

Automate your outbound with AI employees

Equip your team with the best-in-class outbound tools and our AI BDR Ava, who automates your entire outbound workflow.

Yes! I want to book a demo.