Lead nurturing campaigns, generally delivered via automated series of emails, have long been an important part of online marketing in the B2B space. And for good reason–they are the best way to “nurture” a lead who isn’t ready to convert/buy by delivering timely messaging, helpful content, and repeated calls to engage with your business.

However, lead nurturing campaigns are often treated as “set it and forget it” initiatives, where less-than-ideal results are accepted as status quo for months or even years.

This is a shame, because like any marketing initiative, they can be improved using approaches that are being employed in website and landing page optimization. Continue reading →