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Nurture and Re-Engage

Day 18 of 30 · B2B Sales 2026 Masterclass

Build a simple 3-step nurture flow for “not now” leads.

Learning Goal

  • Write a 3-step nurture flow (value, proof, offer).
  • Segment: “not fit”, “not now”, “later”.
  • Set a metric (reply, meeting, SQL).

Why It Matters

  • Long cycles: “not now” leads can come back.
  • Value + proof + offer builds trust.
  • Without measurement, you don’t learn nurture impact.

Explanation

3 steps

  1. Value: 1 useful asset/case study.
  2. Proof: number/benchmark/result.
  3. Offer: short call or audit.

Segmentation

  • Not fit: close, no nurture.
  • Not now: 3-step nurture.
  • Later: reminder in 60–90 days.

Examples

Good: 3 emails: case study + benchmark + short audit offer.

Bad: Monthly generic “we’re still here” email.

Guided Exercise (10–15 minutes)

  1. Write 3 nurture messages (value, proof, offer).
  2. Segment 15 leads into the three buckets.
  3. Set a metric: reply/meeting/SQL.

Independent Exercise (5–10 minutes)

Schedule the 3 messages (weekly/biweekly) and log in CRM.

Self-check

  • 3 messages ready.
  • 15 leads segmented.
  • Metric set.
  • Cadence scheduled.

Optional Deep Dive