Lead Nurturing Tips to Drive More Sales Pipeline Opportunities

Kate Athmer writes in “Business 2 Community“, “Lead nurturing should be one of the most effective aspects of your demand generation strategies. In fact, 81% of B2B marketing executives ranked email as the most effective tactic for engagement with later-stage prospects, according to the 2018 Benchmark Survey Report.

This is likely because email heavily supports lead nurturing – a critical component of the demand generation engine. Without lead nurturing to convert more contacts into sales opportunities, your pipeline can’t scale.

Without an effective lead nurturing plan in place, you’re often wasting a lot of the time, resources and budget you’ve already invested in identifying audiences and generating net-new contacts….”

The State of Email Marketing in 2018

Nearly three-quarters of businesses spend time and money on email marketing, according to a survey of more than 500 digital marketers.
Businesses that regularly send a variety of emails to consumers retain customers and increase engagement.”


  • Most businesses (69%) spend time and money on email marketing.
  • Among businesses that participate in email marketing, most send marketing emails either daily (32%) or weekly (41%).
  • Businesses send a variety of emails, but product/company updates (69%), promotional emails (69%), newsletters, (68%), and event invitations (65%) are the most popular.
  • When asked about their main goal for email marketing, most businesses want to grow and retain their customer base (29%) or increase engagement (22%).

“Email marketing works,” said David Mihm, founder of newsletter generator Tidings. “You own your email list, you own your subscribers. You’re not renting them from Google, Facebook, Instagram, Twitter, or any other platform.”