Here is a four part nurturing process to get you going with a lead nurturing plan and keep it focused

1. Start with your objectives and business situation, how your pipeline works, and who your customer is.  Use this analysis to identify the challenges your pipeline is facing and what you want to solve with better nurturing. Stay focused on solving those challenges.
2. Focus on nurturing prospects to the next stage in their decision process instead of directly to a sale.  Use content selection to tease prospects forward in your pipeline and to give you more visibility into where they are.
3. Start with three basic nurturing pathways: keep in touch (for example a regular content blast), triggered (a communications sequence triggered by an action like a content download or trade show booth visit) and big fish (true targeted account, 1-1 nurturing using the same content and analytics as the other pathways but with a dedicated Bus Dev  or sales rep handling the communications personally.
4. 4. Keep it simple and iterate your lead nurturing plan based on real world learning.

This is the short answer on how we help our clients put together B2B lead nurturing email best practices and programs. We can laser focused delivering our fractional chief marketing officer services (FCMO). Just call us 512 799 4676.