Stop Wasting Your Newsletters: How to Turn Them into Powerful Lead Nurturing Tools

Discover the secrets to engaging leads and building relationships by aligning your content with the buyer’s journey

Have you ever signed up for a climate tech company's newsletter, only to receive content that feels generic and opportunistic? 

Are you a climate tech marketer required to produce a bi-weekly/monthly/quarterly company newsletter and struggling to share meaningful content?

Or, if content isn’t an issue, do you wonder how your newsletter contributes to your MQL and SQL goals?

Photo by Nastya Kvokka on Unsplash

It's frustrating when climate tech companies treat newsletters as a 'must-have' exercise (maybe because their investors or marketing agencies told them so, or because their top three competitors also have a newsletter) but don’t use them intentionally for lead nurturing. 

Newsletters have the potential to be powerful lead-nurturing tools. In this blog post, we will explore the importance of email newsletters in B2B lead nurturing and provide tips on how to use them effectively.

Why are email newsletters important for B2B lead nurturing?

B2B climate tech purchasing decisions are often complex and involve long sales cycles. Therefore, it's crucial to educate and engage your leads over time.

While you might have set up dedicated email nurture campaigns that run over three to six months, you simply don’t know where your lead is on their buying journey. They might not be ready to buy for another twelve to eighteen months. So they might drop off your nurture email campaigns, but you want to continue to remain top of mind for when they’re ready.

Email newsletters provide a consistent and personalized way to communicate with your B2B leads, keeping them interested and informed throughout their buyer's journey.

How can you use your climate tech newsletter as a lead nurturing tool?

1. Every article in your newsletter should fulfill a purpose in your leads' buyer's journey

It's not enough to randomly throw together articles or CTAs in your newsletters. Each piece of content should align with your leads' buyer's journey. Consider what content your prospects need depending on whether they are in the discover, consider or justify stage (we’ve written an entire article about the climate tech buyer’s journey here). 

Source: Alder & Co., based on concepts by SiriusDecision; read the Tofu article that explains the concept here.