Here’s the reality: most tech companies do a terrible job nurturing leads—if they do it at all.

Many in this industry still rely too much on cold outreach or one-and-done follow-ups, expecting every lead to be ready to buy immediately. Others send generic, self-promotional emails that do nothing but talk about how great they are—instead of serving or educating their prospects first.

Sound familiar? If so, it’s time to rethink your approach.

B2B buyers today don’t make snap decisions. They research, compare, and evaluate before they even think about talking to sales. According to Forrester Research, companies that are successful at nurturing leads generate 50% more sales-ready leads at a 33% lower cost. If you don’t have a nurture strategy, you’re leaving revenue on the table.

The Key to Nurturing? Think Like Popcorn, Not Fireworks

You wouldn’t toss a bag of kernels into the microwave and expect them all to pop at the exact same time, right? Leads work the same way. Some will pop early, but most take time, consistent heat, and the right conditions to be ready.

That’s why you need a structured, multi-touch lead nurturing strategy—one that keeps leads engaged over time and makes sure you’re there at the exact moment they’re ready to buy.

Lead Scoring: Stop Wasting Time on Cold Leads

Many sales teams treat every lead the same, which is a massive mistake. Not every lead is sales-ready, and not every lead should get the same level of attention. Let automation handle the cold leads and your sales team focus on what’s most likely to close.

Lead Scoring is a great way to know the difference between the two. You should:

• Use a lead scoring system to rank leads based on engagement, behavior, and fit.
• Track interactions across multiple touchpoints (emails opened, webinars attended, website visits, content downloads).
• Prioritize leads that show buying intent and nurture those that need more time.

If your CRM isn’t scoring leads or giving your sales team clear next steps based on behavior, you’re missing out on easy wins.

Email Nurturing: Serve Before You Sell

Bad email nurturing looks like this: “We’re the #1 provider of [XYZ tech service], and here’s why we’re amazing.”

Good email nurturing looks like this: “Here’s how companies like yours are solving [pain point]—plus a free resource to help.”

For email nurturing, be sure you’re using:

• Automated, multi-email nurture sequences over 30-90 days.
• A content-first approach: blogs, case studies, industry reports, and toolkits.
• Soft CTAs: “Here’s a free resource” instead of “Buy now.”

Serve your audience, and the sales will come.

Multi-Channel Retargeting: Stay Top of Mind

Most leads don’t convert after the first touch. It actually takes an average of 13 touchpoints to get a meeting with a new prospect. Since Covid, we are realistically seeing more like 18. That means you need to be everywhere your buyers are.

To stay top of mind, use:

• LinkedIn thought leadership posts to stay visible.
• Retargeting ads for warm leads (people who visited your website or engaged with content).
• Webinars & live events as mid-funnel touchpoints to educate and engage.

Consistency is key. If you disappear between touchpoints, you lose momentum.

CRM & Automation: A Foundational Must

A good CRM isn’t just for storing contact info—it’s the engine that runs your lead nurture system. If your CRM isn’t helping you track engagement, automate follow-ups, and trigger the right next steps, you’re flying blind.

If your CRM is a mess, it’s going to show in your sales pipeline. Clean it up, automate what you can, and watch your conversions grow.

Multi-Touch Wins, One-Touch Fails

Organizations in the channel that follow a multi-touch approach close more deals, faster.

Lead nurturing is about playing the long game. Stop expecting every lead to convert immediately and start building a system that keeps you top of mind until they’re ready to buy. Remember, your prospects are like popcorn, not fireworks.

Want a step-by-step roadmap for building your email lead nurture strategy? I just wrapped up a webinar with all the details. You can watch it here.

Laura Johns, CEO of The Business Growers, serves MSPs and IT businesses with operational marketing support and lead generation to help them crush their revenue goals. Catch her session Reputation Management: Strategies for Success: How to Establish Omnipresence and Gain IT Customer Confidence Wednesday at Channel Partners Conference.