Ask any high-performing marketer what powers their best nurture programs, and the answer isn’t complicated: content. Not just any content — the right message, in the right moment, delivered in a way that actually earns attention. That’s how you build trust and move prospects closer to “yes.”
The problem is too many teams fall short on execution. In our 2025 State of B2B Pipeline Growth report, 32% of survey respondents admit they struggle to get content and channel execution right. So the real question is: how do you create nurture content that actually works across the entire buyer journey?
One word: Personalization.
Because generic nurture content is just noise. Buyers expect relevance in every interaction. Miss that expectation, and you’ve lost them.
According to our research, 52% of marketers say data-driven personalization is the #1 opportunity to improve nurture performance, ahead of engagement tracking, sales alignment, or lead scoring. But personalization only works if you have two things: robust data and a deep content library that maps to someone’s role, industry, buyer stage, and business challenge. Without that, you’ll never scale relevance.
AI is changing the game here. Thirty-six percent of marketers believe its biggest upside is in personalization, from dynamic email sequences to web experiences tuned to industry or account. The best teams are already moving personalization from theory to practice.
Beyond Personalization: Other Levers That Move the Needle
Personalization is critical, but it’s not the whole story. Marketers in our study are doubling down on:
- Richer, more engaging formats (54%) such as video and long-form content.
- Strategic content roadmaps (50%) to guide buyers stage by stage instead of pushing random assets.
- Cross-channel consistency (49%) so the message holds together across email, display ads, and social.
- Discoverability tactics (46%) like SEO, because even great content fails if buyers can’t find it.
Bottom line: content for lead nurturing has to be creative, strategic, and findable.
The Role of Branded Demand
Here’s where good ideas usually stall: execution. It’s one thing to know what works; it’s another to deliver it consistently, at scale, and with measurable results.
That’s why we talk about Branded Demand (a form of integrated media) and Demand-as-a-Service (DaaS ). Together, they make nurture programs actually work:
- Branded Demand makes sure your best assets get seen, by building brand familiarity through display while syndication drives high-intent engagement.
- DaaS turns disconnected tools and one-off campaigns into a managed engine. Content, creative, targeting, and performance are integrated and always on.
The impact? Prospects encounter your brand and message consistently — in the inbox, on the web, across social — building trust and keeping you top-of-mind until they’re ready to buy.
If your content isn’t reaching the right prospects with the right frequency, you’re not nurturing, you’re just publishing. The way forward is clear: personalize relentlessly and integrate your media strategy, supported by models like DaaS that make it scalable.
