What is lead nurturing?
Lead nurturing refers to the process of developing relationships with buyers through every stage in the sales funnel. The process of nurturing leads requires strategic and thoughtful engagements with the target buyer using relevant information, support, and positive customer service.
Some examples of relationship-building techniques that may convert prospects to buyers include educational campaigns, proofs of value, and promotional offers.
Lead Intelligence software can help businesses verify lead information to ensure they have the best data for their prospects. This software allows salespeople to make better decisions throughout the lead-generation process.
Types of lead nurturing tactics
Salespeople have many tactics available to use as part of lead nurturing efforts. Businesses should use the techniques that make the most sense for them. Some of the most common tactics include:
- Targeted content. Nurturing leads with targeted content is a great way to appeal to individual prospects and their needs, instead of a one-size-fits-all approach. To be most effective, sales and marketing teams should understand various buyer personas and develop content for each persona.
- Multiple-touch, multi-channel approach. Prospects may be unfamiliar with a company, so developing a multi-touch strategy is essential. Multiple touches allow prospects to learn about a company’s available products and services. Possible media include blog posts, social media, and direct mailers.
- Personalized interactions. Many businesses use email marketing as part of their lead nurturing strategy. Personalizing emails is a quick and easy way to connect with prospects. In addition to customizing written communications, salespeople should thoroughly research a prospect’s information to provide tailored recommendations during calls. Personalization tells potential customers that a company has done its homework.
- Lead scoring. A lead scoring system identifies which leads are most likely to convert. Businesses should choose a scoring model based on their specific needs and the number of resources available to follow up on leads. Using lead scoring, sales teams can more thoughtfully prioritize which leads should be top of mind and receive immediate attention.
- Following up with leads. Following up with leads may close a deal. Sales teams should develop a clear follow-up schedule to avoid over- or under-communicating with prospects. Spacing out follow-ups and documenting interactions with prospects helps teams decide when to follow up and what type of information to provide to add the most value.
Basic elements of a lead nurturing strategy
Creating a lead nurturing strategy requires careful consideration and planning. Businesses must customize their lead nurturing strategy according to the products and services offered. Basic steps to consider when building a strategy are discussed below:
- Reviewing previous lead nurturing efforts. Businesses should review their previous efforts when developing a lead nurturing strategy. It’s important to note what works and what doesn’t to understand the whole picture and prioritize efforts.
- Defining buyer personas. Marketing and sales teams should segment leads and define different buyer personas for each segment. They can then use that information to create targeted content when reaching out to prospects.
- Aligning marketing and sales teams. Marketing and sales professionals are involved in the lead nurturing process at different stages in the buyer’s journey. Businesses have to align their teams, so responsibilities are clearly defined for all stakeholders involved.
- Developing a lead scoring system. Organizations can set sales teams up for success by creating a lead scoring system early on and incorporating it into their broader strategy.
- Setting up a customer relationship management (CRM) system for tracking. Effectively nurturing leads requires proper documentation and regular updates. Sales teams can use a CRM to organize relationship information.
- Outlining goals and objectives. Sales and marketing teams should identify what they want to achieve from lead nurturing efforts. They have to set goals and objectives to understand if a strategy is working or not.
Benefits of lead nurturing
Lead nurturing gives companies many advantages, including:
- More sales. Lead nurturing should result in more closed deals.
- New upselling opportunities. Lead nurturing allows salespeople to build relationships with potential customers so they can identify upsell opportunities that result in more lucrative deals.
- Increased brand awareness and credibility. Using multiple touchpoints across the buyer’s journey allows businesses to create brand awareness and showcase credibility. Even when prospects don’t convert right away, they may be more likely to return when ready to purchase.
Lead nurturing vs. lead generation
Lead generation and lead nurturing are sometimes referred to interchangeably, but they are different parts of the lead management process.
Lead generation is the process of attracting prospects to a company’s products or services. Lead nurturing refers to developing and maintaining relationships with prospective customers throughout the buyer journey. Sales and marketing professionals nurture leads after generation.
Discover how lead intelligence can help perfect lead outreach to prospects.
Alyssa Towns
Alyssa Towns works in communications and change management and is a freelance writer for G2. She mainly writes SaaS, productivity, and career-adjacent content. In her spare time, Alyssa is either enjoying a new restaurant with her husband, playing with her Bengal cats Yeti and Yowie, adventuring outdoors, or reading a book from her TBR list.
