If your company operates in the B2B sphere, there's a good chance your lead-nurturing program includes email campaigns with triggered messages. But if those messages are too robotic, warns Ardath Albee, they might do more harm than good.

"Lead nurturing is not about sending out emails on a regular schedule just because you can," she writes at Marketing Interactions. "Or just because you think that constant communication (regardless of relevance) will help you sell something. It won't."

Albee revisits the goals of any lead-nurturing program:

• To provide education throughout the buying process
• To earn the trust and buy-in of decision-makers
• To position a relationship with your company as added value

Too often, however, B2B companies set up automatic campaigns that send the same six emails at the same intervals—and, in the process, accomplish none of a nurturing program's true goals. Instead, they:

• Annoy prospects with irrelevant content
• Fail to tell a cohesive story
• Discourage interactivity and conversation
• Get deleted before they're read

"So before you go hook up six emails in a row to send out on a schedule, take some time to think about the experience you're creating for your buyers," Albee advises.

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