3. Set up automated nurture flows to improve your buyer experience. Once you’ve created scores and funnel thresholds, you can start to use rules within your marketing automation platform to communicate with people based on where they are in the journey. For example, if someone hits a score of 60, add them to the “accelerator” email stream. Some marketing automation systems provide a visual map where marketers can drag and drop emails onto a canvas and set entry and exit criteria for each stage. Activate nurture flows within your marketing automation system to: Identify top leads for the sales team. 1 Identify top accounts for ABM efforts. 2 Decide what emails to send and when 3 to nurture prospects. Surface marketing insights to inspire 4 tests and campaigns. Lead nurturing is about surfacing buying-ready accounts or those giving signals. It’s giving them things to do and scoring appropriately, and building upon that until they’re fully aware of your products and would recommend them. Nout Boctor-Smith