15 Nurturing Activities to Keep Your Sales Prospects Engaged

In the competitive world of B2B sales, generating leads is only the beginning. The real challenge lies in nurturing those leads and keeping them engaged throughout the sales journey. Lead nurturing is critical because it builds trust, develops relationships, and ensures your prospects see the value in your solutions—all of which are essential for converting leads into long-term customers. Without effective nurturing, even the most promising leads can slip through the cracks, costing your sales team valuable opportunities.

For those who tuned into our podcast episode on lead generation (Episode 86), we explored strategies to attract quality leads into your sales pipeline. This article picks up where that discussion left off, highlighting how lead nurturing acts as the vital next step to complement and amplify your lead generation efforts.

In this article, we’ll focus on 15 practical and actionable b2b marketing tips that sales teams can implement to maintain engagement, build credibility, and ultimately close more deals. Whether you’re looking for innovative ideas or ways to refine your existing processes, this guide is designed to equip you with tools to succeed in B2B sales.

1. Personalised Thank You Notes

Sending a thank-you note is one of the simplest yet most impactful ways to nurture a sales prospect. This small gesture goes beyond professional courtesy, demonstrating genuine appreciation and attention to detail—qualities that build rapport and set the stage for a strong relationship. Here are some tips for executing this effectively:

• Avoid generic phrases like “Thank you for your time.” Instead, reference specific points from your meeting.
• Be sincere in your thanks.
• Briefly recap the highlights of your conversation to show you were actively listening.
• If appropriate, use the thank-you note to suggest the next step.

Why it matters?

• Strengthen emotional connections: Expressing gratitude helps you connect with your prospect on a human level. A thank-you note reinforces the positive experience they had during the meeting, leaving a lasting impression. Prospects are more likely to remember and respond positively to sales professionals who make them feel valued.
• Show genuine appreciation: Taking the time to thank someone reflects your respect for their time and effort. Prospects often juggle multiple priorities; acknowledging their decision to meet or engage with you can set you apart from competitors who may overlook this simple step.
• Stand out in a crowded market: In an era dominated by automated emails and generic responses, a thoughtful, personalised thank-you note can make you stand out. It signals that you’re willing to invest time and effort into building a meaningful connection, not just closing a deal.
  Some mediums for sending thank-you notes are- Handwritten cards, Personalised emails, Thank-you videos, Direct messages on social media, Phone calls, and Printed postcards.

2. Personalised Videos

In the digital age, where email inboxes are overflowing and generic outreach is commonplace, personalised videos stand out as a powerful tool for engaging prospects. Unlike traditional communication methods, videos combine visual and auditory elements, making them more dynamic and memorable.

Why personalised videos are effective?

• Build personal connection: A video allows prospects to see your face and hear your voice, which fosters a sense of authenticity and trust. These human elements are difficult to convey through plain text or audio alone.
• Convey emotion and enthusiasm: Body language, tone of voice, and facial expressions can communicate enthusiasm and sincerity far more effectively than words on a page. This helps establish a positive rapport with prospects.
• Differentiate your approach: Video messages are still relatively novel in many industries, meaning they can help you stand out from competitors who rely solely on email or calls.
• Improve retention and engagement: Studies show that people retain visual information better than text. A well-crafted video can leave a lasting impression, making your pitch or message more memorable.

Best practices for creating personalised videos are,

• Keep it short and sweet
• Address the prospect by name
• Use the right tools
• Add a clear call-to-action (CTA)

3. Social Media Engagement

Social media platforms are essential tools for building relationships and staying relevant with your prospects. By maintaining an active presence, you can engage prospects in meaningful ways, showcase your expertise, and keep your brand top of mind.

Best practices for social media engagement

• Comment on posts: Regularly interact with your prospects’ posts by liking, commenting, or sharing your thoughts. Genuine comments that acknowledge their achievements, ideas, or questions demonstrate that you are paying attention and value their contributions.
• Share valuable content: Post content that aligns with your prospect’s interests or industry. This could include articles, case studies, or industry insights. Sharing content helps establish your credibility as a resourceful partner who understands their needs.
• Initiate direct interactions: Use direct messaging thoughtfully to connect with your prospects. Messages could include quick check-ins, congratulations on recent milestones, or sharing specific content that addresses their needs. Always keep these interactions personalised and respectful.

4. Content Creation & Sharing

Creating and sharing consistent, relevant content is one of the most effective ways to nurture prospects. It positions you as an industry authority, keeps your brand top of mind, and builds trust over time.
Consistency in content creation ensures that your prospects regularly hear from you, reinforcing your presence in their minds. However, it’s not just about quantity—relevance is key. Content that aligns with your prospects’ pain points, goals, and interests resonates deeply, making it more likely to capture their attention and encourage engagement.

Types of content to engage prospects

• Podcasts: Provide an accessible and engaging way to share industry insights or success stories. Prospects can listen at their convenience, making this format particularly appealing to busy decision-makers.
• Blog Posts: Offer a versatile platform for addressing specific challenges your audience faces, showcasing your expertise, and optimising for search engines to attract new leads.
• Webinars: Enable direct interaction with prospects while delivering valuable information. Hosting live sessions or offering on-demand webinars lets you address their questions and demonstrate your authority in real-time.
• Case Studies: Sharing real-world examples of how your product or service solved a problem for others is one of the most compelling ways to build trust. Prospects can see tangible results, which often reinforces their confidence in your offering.

5. Providing Recommendations

In sales, building trust is often more valuable than making an immediate pitch. Offering valuable recommendations outside of your own services or products is a powerful way to establish yourself as a reliable and knowledgeable resource. By doing this, you position yourself as a trusted advisor who genuinely cares about your prospect's success rather than just a salesperson pushing a deal.

Recommending external resources shows that you prioritise your prospect’s success over immediate personal gain. This builds rapport, enhances credibility, and fosters a relationship based on trust.

When you recommend resources such as industry articles, white papers, or educational webinars, you’re demonstrating that:

• You understand the prospect’s industry and its challenges.
• You’re actively engaged in the field, staying informed about trends and developments.
• You’re willing to provide value even when it doesn’t directly benefit you.

6. Structured Follow-Up

Structured follow-up is a cornerstone of successful lead nurturing. It ensures that your communication is not only consistent but also tailored to the unique needs and preferences of each prospect. Every prospect is different—some prefer emails, others appreciate a quick call, while some might engage best via social media or even text messages. By asking your prospects directly how they prefer to be contacted, you:

• Respect their time: Avoid reaching out in ways that might feel intrusive or inconvenient.
• Build trust: Demonstrate that you value their input and are genuinely interested in making the process comfortable for them.
• Increase engagement: People are more likely to respond when approached through their preferred communication channels.

Let’s say you’ve just wrapped up an initial meeting or call with a prospect. Before concluding, ask:
"How would you like to hear from me moving forward? Would email updates work best, or do you prefer a quick call or message on LinkedIn?"

7. Solving Related Opportunities

Solving related opportunities involves going beyond your product or service to address broader pain points or challenges that your prospect faces in their industry or business. When you address challenges that aren't directly linked to your offering, it shows your willingness to help the prospect succeed in a holistic sense. This builds trust, strengthens the relationship, and positions you as a thought leader.

Prospects are more likely to remember and rely on someone who shows genuine care for their broader business concerns. You can provide a prospect with recent market trends or competitive analysis that could inform their business strategy. For example, "I noticed a 15% increase in demand for sustainable packaging in your industry. Have you explored options to align with this trend?"

How to identify related opportunities:

• Research their industry: Stay informed about the trends, challenges, and opportunities within their industry.
• Listen actively: Pay attention during conversations to uncover unspoken pain points or concerns.
• Use data and analytics: Leverage reports, surveys, or market trends to identify challenges they might be facing.

8. Leveraging Sponsorships

Sponsorships are an excellent strategy for meaningfully getting your brand in front of your ideal prospects. Sponsoring events like industry conferences, trade shows, or community gatherings allows you to position your business in places where your target audience naturally gathers. This exposure not only builds brand awareness but also provides direct opportunities to interact with prospects in an engaging environment.

To make the most of sponsorships:

• Choose events strategically: Sponsor events that align with your target audience’s interests and needs. For example, a SaaS company might benefit from sponsoring a tech innovation conference.
• Engage actively: Don’t just display your logo—actively participate in the event. This could include hosting a booth, presenting a workshop, or organising a networking session.
• Prepare for networking: Use sponsorship opportunities to initiate conversations with attendees. Prepare discussion points, bring promotional materials, and have clear goals for your interactions.
• Showcase value: Highlight your expertise by contributing content to the event, such as a keynote presentation or panel discussion. This reinforces your credibility and draws prospects to your brand.

9. Webinars and Learning Sessions

Webinars and virtual learning sessions are powerful tools for engaging prospects, particularly in today’s digital-first business environment. These formats provide an excellent platform for showcasing your expertise, addressing prospects’ specific business challenges, and building a sense of trust and connection.

Why are webinars effective?

• Showcase expertise: Webinars allow you to position yourself or your company as a thought leader. By addressing topics that resonate with your prospects, you demonstrate a deep understanding of their needs and the broader industry.
• Drive engagement: Interactive elements such as Q&A sessions, polls, or live chat features keep prospects actively involved. This two-way communication fosters a sense of participation and builds rapport.
• Tailored value: Hosting webinars tailored to a prospect’s business needs shows that you understand their specific challenges. Whether the topic is a general industry topic or a niche subject, focusing on their pain points makes your session more impactful.

10. Case Studies & Site Visits

Case studies and site visits are among the most impactful ways to showcase the real-world value of your products or services. By demonstrating tangible results, you can build trust, inspire confidence, and help prospects visualise how your solution can meet their specific needs.

Compelling case studies are more than just testimonials—they are detailed narratives that highlight how your product or service solved a particular problem for a client. They offer measurable results, relatable scenarios, and proof of your expertise. Also, when in-person site visits are feasible, they allow prospects to experience your product or service in action. Seeing your operations or solutions firsthand gives them a deeper understanding of how you work and what sets you apart.

11. Sending Physical Products or Samples

When prospects can physically interact with your product, it creates a sensory connection that words and images alone can't achieve. This tactile engagement helps prospects better understand your product’s value, making it easier to visualise how it fits their needs or solves their problems. For example, a product's texture, weight, or even packaging can leave a lasting impression. This sensory connection often moves prospects from mere curiosity to genuine buying intent.

By delivering a physical experience, you reduce the uncertainty prospects might feel about making a purchase. They no longer have to imagine the benefits—you’re letting them experience those benefits firsthand.

12. Product Demonstrations & Training

These interactions allow prospects to see your solution in action, ask questions, and gain firsthand experience with its features and benefits.

Why do product demos and training matter?

• Building Familiarity: Demonstrations bridge the gap between theory and practice. They show prospects how your solution fits into their business and solves their specific challenges.
• Answering Questions in Real Time: Live demos or training sessions allow you to address doubts or concerns instantly, reducing hesitation and increasing trust.
• Personalised Experience: Tailoring the session to their needs makes the prospect feel valued and shows that you understand their unique situation.

13. Sending Physical Mail

In a world dominated by digital communication, physical mail offers a unique and impactful way to connect with your prospects. It provides a tangible, personal touch that stands out amidst the noise of overflowing email inboxes and endless notifications. For example, a handwritten thank-you note after a meeting or event shows genuine appreciation and adds a personal touch.

While digital interactions are quick and convenient, they often lack the personal element that creates meaningful connections. Sending physical mail demonstrates thoughtfulness and effort, which can resonate more deeply with your prospect. A well-crafted package can evoke surprise, gratitude, or curiosity—emotions that help build a stronger relationship.

14. Drip Campaigns

Drip campaigns are an essential strategy for nurturing long-term prospects, providing consistent and personalised communication without overwhelming your leads. A well-structured drip campaign ensures you stay top of mind while gradually guiding prospects through the sales funnel.
The Importance of Drip Campaigns

Unlike one-time outreach, drip campaigns deliver value over time, maintaining engagement and building trust. They allow you to:

• Provide regular touchpoints that keep your business relevant.
• Nurture leads who aren’t ready to buy yet, giving them the information needed to make informed decisions.
• Gradually introduce prospects to your offerings in a non-intrusive way.

15. Cross-Threading Across the Organisation

Cross-threading is a strategic B2B sales tip that involves building relationships with multiple decision-makers and influencers within a prospect’s organisation. Instead of relying on a single point of contact, you engage with various stakeholders, which can lead to quicker decision-making, stronger alignment, and a higher likelihood of closing the deal.

Business decisions often involve input from several people, such as department heads, procurement teams, and senior executives. Engaging multiple stakeholders ensures that your solution aligns with their diverse needs and priorities. Relying on one contact is also risky—if that person leaves the organisation, changes roles, or deprioritises your solution, the deal could stall. Building relationships with multiple people minimises this risk.

Bonus Points: Personal Health & Productivity Tip

In this segment, Ben shares valuable insights into his personal health journey, specifically his biological age test results. He explains how focusing on health optimisation has helped him maintain higher energy levels, mental clarity, and overall performance—key elements for sustaining productivity as a sales leader.
Ben encourages you to prioritise your personal health, emphasising that it’s not just about working hard, but about working smart and staying healthy. Taking proactive steps to care for your body—whether through regular exercise, balanced nutrition, or mindfulness practices—can have a direct impact on your business success. Health optimisation isn’t a quick fix; it’s a long-term investment that supports sustained growth and achievement in both your personal and professional life.

Conclusion

Nurturing prospects is the bridge between generating leads and closing deals, and the 15 strategies discussed here can significantly enhance your ability to engage, build trust, and move your prospects closer to a decision. These strategies aren't one-sise-fits-all—adapt them to fit your unique sales processes and the needs of your prospects.

For more personalised guidance or training on effective lead nurturing and sales team management, connect with Ben Wright.

Eager for more insights?

I've got so much more to share with you on the Stronger Sales Teams Podcast – with new episodes dropping weekly, listen in today!

About the Author

Hi, I’m Ben

I’m a builder of incredible sales teams, trainer, coach and an avid believer that the best sales leaders are constantly sharpening their tools to achieve an ‘edge’.

[email protected]