Lead Nurturing is a marketing strategy in which a company creates conversions from leads to customers by creating connections between the company and the contact.

As its name suggests, it is about nurturing the contact with relevant information and accompanying them throughout the buying process, in order to finally achieve sales and build customer loyalty. 

Lead Nurturing is one of the bases of inbound marketing and the key to nurture the relationship between customers and the company. It is a key stage in the sales process, from the first contact to the final transaction between the consumer and the company.

Benefits of Lead Nurturing

Efficient nurturing can increase leads that are ready to complete sales by up to 50%, while the company’s investment is low. Typically, almost half of these customers will complete the final purchase stage.

We must not forget that more than 90% of the leads that a company generates do not make it to the sales process. Therefore, it is recommended to implement the Lead Nurturing strategy to improve revenue and connection with the customer.

On the other hand, Lead Nurturing also aims at positioning the company thanks to the generation of quality traffic that ends in sales. Still, the key lies in the creation of quality content. 

How Lead Nurturing works

The best way to apply the Lead Nurturing strategy is through email marketing, where automation and commercial tools will be the means to apply this technology.

Lead nurturing will attract and nurture groups of important customers who will obtain relevant information at each stage of the buying process. 

Once the purchase process is completed, the company must continue to maintain contact with the acquired customers.

Characteristics of Lead Nurturing

The Lead Nurturing strategy is not about sending many monthly or weekly emails containing relevant information about the company. 

The real purpose of Lead Nurturing is to educate these customers and provide them with a business perspective about the company and the products or services it offers. It also attempts to engage the contact in the process to initiate conversion.

More about Lead Nurturing

Today, lead nurturing is based on establishing a series of automatic interactions with users, which will vary according to the characteristics of each user.

For this reason, sending a single email is no longer used. Technologies such as redirects, dynamic lists, intelligent CTAs or chatbots have also been implemented, which we will explain in detail in this article.

The characteristics of user interaction depend on a variety of factors:

  • Similarities with the buyer.
  • The stage of the buying process in which he/she is.
  • User interaction with brand communication.

Through this marketing automation technology, the interaction between the company and the contact is adapted to these conditions. This aspect is decisive for the process of maturing business opportunities.

Lead nurturing tools

Scoring

These are ratings and lead scoring strategies to determine which leads are more likely to make a purchase or other objectives that we define.

Dynamic lists or smart lists

Nowadays, this function is essential to be able to perform very precise activities, since it allows the creation of very flexible and practical automatic lead filtering parameters.

Triggers

This is a key function in lead development because it allows you to program a series of operations when certain situations arise.

Dynamic CTAs

These are buttons with calls to action that can be customized according to the profile of each user’s profile. In this way, more personalized and effective content can be provided.

Jannik Romeu es Consultor de Marketing en Somos Sinapsis. Hace poco tiempo que descubrió el mundo online, pero cada vez se siente más atraído por esta área tan extensa por explorar. Al pertenecer a la generación Z, se caracteriza por ser multitasking y por pasar la mayor parte de su día frente a la pantalla (algo muy normal entre los jóvenes). En definitiva, ha encontrado un lugar donde poder encajar y crecer profesionalmente.