Finding leads is one thing. Nurturing them? That’s where the magic (and strategy) happens. Think of it like attending a big industry conference.
You’ve got a room full of potential clients—some curious but hesitant, others interested but not ready to commit, and a few might need a little more convincing.
B2B lead nurturing is no different. It’s about building trust over time, sharing the correct information at the right moment, and keeping the conversation going until your lead is ready to say,
“This is exactly what I need.”
In this article, we’ll show you how to create an effective email nurturing campaign that connects with your leads, builds relationships, and generates more revenue for your business.
B2B Lead Nurturing Email Examples & Templates
Nurturing doesn’t just happen for new leads or prospects further down your sales pipeline. It happens across every stage of the sales process. Here are some examples and templates.
Nurturing Leads Who Replied Positively to a Cold Email
You don’t want to “nurture” a cold lead. These people don’t know you. If you keep “providing value” through unsolicited emails, you’ll end up in the spam folders.
But, if leads reply positively and want to know more about your service, it’s time to add them to a nurture campaign.
Email 1: The Cold Email
Subject line: Simplify {{strategy}} for Small Businesses
Hey, {{first name}}
Small business owners often need fast, actionable strategies, but managing their shifting priorities can pull you in too many directions. {{your company}} helps you cut through the noise by delivering warm, qualified leads serious about growth.
Our done-for-you client funnels seamlessly guide clients from interest to commitment so that you can focus on results. I’d love to share ideas on how we streamline lead generation for business coaches. Would you like me to send over some tips?
Best regards,
{{your name}}
Email 2: Start of Nurturing
Subject line: {{first name}}, here’s the case study for {{strategy}}
Hey, {{first name}},
Thanks for getting back to us! As promised, here’s the case study for {{competitor}} who recently hit {{milestone}}. It covers the general outline of our process.
If you want something tailored for {{prospect’s company}}, we’d love to hop on a quick call with
you this week. Does {{date and time}} work for you?
Thanks in advance,
{{your name}}
Nurturing Free Trial Users
One of the best times to nurture is when somebody signs up for a free trial. You want to keep nurturing them to stay top-of-mind and provide value. This reduces churn, helps build lasting relationships, and increases the likelihood of conversions. Here’s an example from Grammarly.
Email 1 (Day 1): Welcome Email
The welcome email for Grammarly Premium highlights the key features you’ll likely use. It also offers quick links for the different platforms you might use Grammarly on. Everything is conveniently packed in one email.
Email 2 (Day 3): Get The Most Out Of Premium Features
After 3 days, Grammarly followed up with an email highlighting three premium features for improving writing workflow. And like the first email, it includes quick links to articles and guides that go deeper into the features.
Email 3 (Day 7): Analytics and Insights
Grammarly creates a positive feedback loop between you and their product by showing your progress while using their tool.
Website Visitor Nurturing
Site visitors who don’t engage with your site turn to statistics that don’t do much for revenue growth. You can nurture these site visitors if you have a Website Visitor Identification tool.
Instead of cold, you send warm emails. You can also personalize email copy based on the lead’s site activity. Let’s say you found leads that frequent a blog post about a {{service}}.
Email 1 (Day 1): Warm Outreach
Subject Line: {{first name}}, Noticed your interest in {{service}}—happy to help!"
Hey, {{First Name}},
I noticed you’ve been checking out our blog about {{service}}, and I wanted to reach out personally. We’ve helped companies like {{competitor}} solve {{pain point}} with our {{service}}, and they’ve seen {{benefits}}.
Would you be open to a quick chat or a walk through this week? I’d love to tailor the conversation to your specific needs!
Thanks in advance,
{{your name}}
Email 2 (Day 3): Share Value with a Resource
Subject Line: Here’s something to help with {{pain point}}
Hey {{first name}},
I wanted to follow up on my last email and share something I think you’ll find helpful.
Here’s a quick resource about how {{service}} can help businesses like {{competitors}} solve {{pain point}}: {{Insert Link to Case Study, eBook, Webinar, or Blog Post}}
I'd love to hear your thoughts if you want to learn more or have any questions. Let me know if a quick call would help!
Best,
{{your name}}
Email 3 (Day 7): Add Urgency With Exclusive Offer
Subject Line: {{first name}}, we got you an exclusive offer
Hey, {{first name}},
I wanted to personally invite you to {{a demo/webinar/consultation}} where we’ll walk through how {{service}} can help businesses like yours solve {{pain point}} and achieve {{benefit}}.
It’s a great opportunity to see how {{service}} works and ask specific questions about your team’s needs. We’re also offering {{exclusive offer}} exclusively to attendees who join.
Seats are limited, so if you’re interested, let me know, and I’ll save you a spot!
Here’s the link to register: [Insert Link]
Best,
{{your name}}
Key Takeaways
A B2B lead nurturing email campaign is one of the best ways to guide your leads through your sales funnel. Your role is to act as a guide. This isn’t a hard-selling tactic. The goal is to present leads with enough data to make informed decisions.
To recap, here are key points you might’ve missed:
- B2B lead nurturing is about providing value at every stage of the customer journey
- Follow-ups and nurturing are not the same thing
- Nurturing depends on where and how you found your lead
If you want to automate B2B lead nurturing, you’ll need a tool that helps personalize each email so you can provide value no matter where leads are in the sales funnel.
That’s exactly what Instantly was built for. Try it out for free today!
