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Lead nurturing
From the form to the first deal. Capture, score and segment the people most likely to buy, then move them with behavioural journeys that earn the next click.
What we do
Built for the buyer, not the funnel diagram. Every touch earns the next one, or it doesn't get sent.
The forms, gates and landing pages that turn visitors into known, scoreable contacts, with the friction stripped out.
Owned-channel acquisition that grows the list with people who already match your buyer profile, not whoever the algorithm sends.
The first thirty days that build momentum: orient, prove value, qualify. Designed so the rest of the programme has something to work with.
Behavioural scoring with MQL definitions written alongside sales. The cuts that decide who hears what, and when.
Persona-led sequences triggered by intent signals, picked up on the channel the buyer actually opens.
Weekly reviews on conversion rate, sequence-influenced pipeline and cycle time. Things get killed, iterated or scaled on data.
Proof
“Our sales cycle dropped by three weeks in the first quarter. The nurture isn't selling, it's pre-qualifying. Huge difference.”
VP Marketing · Atlas Trail
Alternatives considered
Most B2B teams have a nurture programme. Few have one that sales respects.
| Criterion | In-house / no agencyMarketing team builds and runs the programmeGood | Marketing automation vendor PSHubSpot/Salesforce professional servicesBetter | Inboxd lead nurturingSpecialist B2B nurture agencyBest fit |
|---|---|---|---|
| Sales alignment | Risk of marketing building in isolation | Technical setup; sales buy-in not always part of scope | Sales-alignment workshop is step one, non-negotiable |
| Behavioural triggers | Possible but rarely set up correctly first time | Platform-native; powerful but generic | Custom triggers mapped to your specific intent signals |
| Copywriting quality | Depends on internal team | Often templated; not industry-specific | Senior B2B copywriter on every sequence |
| Ongoing optimisation | Ad hoc; deprioritised under pressure | Usually outside PS scope | Weekly reviews; sequences killed or iterated on data |
| Speed | Slow; internal resources stretched | Faster with their platform; limited to it | Cross-platform; iterative; we ship and learn |
Vendor professional services is the right call if you're setting up a net-new platform and want it configured correctly. Bring us in when you need strategic depth, custom copy, and an ongoing optimisation loop that sales will trust.
Common questions
Email marketing broadcasts to segments. Lead nurturing fires on individual behaviour: pricing page visits, trial sign-ups, document downloads, re-opens. Every send is triggered by intent, not a calendar, which is why conversion rates are typically three to five times higher.
We build primarily in HubSpot, Salesforce Marketing Cloud, Marketo, and Pipedrive. For multi-channel sequences that include LinkedIn outreach, Instagram DMs, X, TikTok or Reddit touchpoints, we integrate with sales engagement tools such as Apollo, Outreach and LinkedIn Sales Navigator. If your platform isn't on the list, share the brief, we've likely integrated with it, or can recommend a migration path if it's limiting your programme.
First sequences go live in four weeks: one week for sales-alignment workshops, one week for architecture, one week for build and QA, and a fourth week for launch. Full coverage across all personas takes six to eight weeks.
Across current accounts, we see an average 19% lift in qualified pipeline and an MQL-to-SQL conversion improvement of 30-40% in year one. The variable that matters most is how well your MQL definition aligns with your sales team's buying signals.
Yes. Win-back and re-engagement sequences are some of the highest-ROI programmes we build. Former customers convert at two to four times the rate of cold prospects because the trust barrier is lower. We include a churn-rescue sequence as standard in the library.
Yes. We workshop MQL definitions with your sales team, build the scoring model, configure it in your CRM, and set a 90-day review cadence. Lead scoring that sales doesn't believe in is worthless, the workshop is the most important meeting of the engagement.
Three metrics: MQL-to-SQL conversion rate (measures qualification quality), sequence-influenced pipeline (measures revenue impact), and time-to-conversion (measures cycle speed). We baseline all three before the programme launches and report against them monthly. Vanity metrics like open rate and click rate are tracked but never lead the report.
We set engagement thresholds, typically three untouched sequences over 90 days, after which contacts move to a re-engagement cadence and eventually to a suppression hold. Nurturing cold contacts forever harms deliverability and wastes budget. A clean, engaged list outperforms a large, disengaged one every time.
Last reviewed: July 2026
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