EXCLUSIVE
Course
Certification

Lead
Nurturing

Build trust at every stage. Convert when it counts
A practical framework to score, segment, and engage leads through tailored content and omnichannel campaigns that move buyers from interest to decision
  • 3 lessons
  • 12 videos
  • 35 min
  • Practical activities

Earn a certificate when you finish this course

Demonstrates applied knowledge of Lead Nurturing. Shareable on LinkedIn.

What you will learn

How to understand the lead nurturing process and build a strategy that puts the buyer at the center, and why there is no "one-fit-for-all" nurturing

How to distinguish between lead types, apply scoring models, and prioritize the prospects most likely to convert
How to select and deploy the right content marketing tools to engage and nurture leads across the buyer journey
How to design effective nurturing campaigns and avoid common mistakes that stall pipeline progression

Course curriculum

Lesson 1

Understanding the nurturing process

From the point of receiving leads from a source (sales team, demand generation company, referrals from existing clients, etc.), marketing and sales managers, as well as business owners, face the challenge of understanding how to convert leads into revenue, raise brand awareness, and build healthy, long-term relationships with potential clients.
In this lesson, we will define the nurturing process, explain its advantages, and list steps that must be taken to reach these goals. We will also gain an understanding of why clients are at the heart of the nurturing process and why there is no “one-fit-for-all” nurturing strategy that works effectively for every B2B sale.

Lesson 2

Distinguishing various types of leads

Your nurturing strategy should be aimed at all your leads, but prioritize those who are most qualified for your solutions. Qualified leads can be determined through lead validation and scoring.
In this lesson, we will focus on learning about various types of leads and understanding what nurturing approaches can be applied to them. We will also discuss the scoring process and use of Marketing Automation Tools. Additionally, you will learn about the benefits of partnering with a demand generation company for the lead validation process.

Lesson 3

Using content marketing tools for nurturing

Once reliable leads are qualified and selected, the next step is to choose effective content marketing strategies to nurture them.
In this lesson, we will discuss the most recent trends in content marketing, with a focus on their use in the nurturing process. You will gain an understanding of how good asset libraries are developed and why it's important to find your voice to communicate with leads and clients.
You will also learn what questions you need to ask yourself while designing nurturing campaigns and what common mistakes to avoid in email marketing.
  • 3 lessons
  • 12 videos
  • 35 min
  • Practical activities

Trusted by your peers

Abigail Cox

Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.

Rohitpal Singh

Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.

Lisa S.

Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!

Insights from practitioners

Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory

Hannah Shain

VP of Marketing, Relo Metrics

Raluca Apostol

B2B Growth Lead, Zeph

Greg Campbell

Head of Strategic Growth (EMEA), INFUSE

Who is this for?

B2B marketers and sales professionals who want to build nurturing programs that convert leads into pipeline – not just maintain contact – by delivering the right content to the right buyer at the right moment.