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Lead nurturing

What is lead nurturing?

Lead nurturing is a marketing technique that aims to create long-term relationships with users to accompany them through the purchasing process.

In other words, lead nurturing is a link between marketing itself, the customer and, ultimately, the sales generated. To do this, you need to establish a relationship with the customer, in which they receive valuable content that meets their needs and interests.

As with any marketing strategy, lead nurturing is developed based on a series of predefined goals:

  • Segment the audience you want to work with.
  • Establish a clear and well-defined objective for each process you set out to implement.
  • Create the complete action plan and implement the communication sequence, at the time and in the manner established.

Lead nurturing requires the use of marketing automation (automated process generation) to deliver the right content to the right people at the right time. All messages must be personalized and contextualized to arouse the lead’s interest.

There are many advantages to lead nurturing, including the following:

  • It promotes immediate contact. The company can be present on the path a lead takes at every step, offering them valuable content.
  • It facilitates consistent communication. It makes it possible to maintain optimum communication so that the buyer receives a message in line with what they expect and need.
  • It provides a lot of information. Through the information that can be obtained from leads, the lead nurturing strategy can be improved and optimized if necessary.
  • This helps to detect new opportunities. Analyzing the information collected is vital for: improving the strategy in real time or creating completely new marketing campaigns.

The key is to accompany the consumer throughout the buying process and focus on helping them at whatever stage they are at. To do this, the following aspects must be clearly understood:

  • Understand the user’s buying process. Only when we understand the path that the lead will take during the purchasing process can we identify weak links and help them at the right time to maximize conversion.
  • Segment those on whom to focus your efforts. Thus, depending on the objectives proposed, different models will be used to work with leads: TOFU, MOFU and BOFU.
  • Define the objectives for lead nurturing. Only after identifying the objective can you work on each of the moments to get them to solve their problems and convert.
  • Establish a sequence to create a communication flow. The message is everything, and it’s essential to use different communication channels to amplify the impact at the desired moments. That way, the lead nurturing process can begin.