What Is Lead Nurturing? 5 Techniques That Actually Work

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Approximately half of all leads in a given system are not ready to make a purchase, while the majority of new leads never make a purchase. Lead nurturing is the process of keeping buyers engaged and building brand loyalty and trust.

When website visitors fill out a form on your site, they become qualified leads. So what happens next?

When you nurture your leads, you are establishing a relationship with them that will last from the moment they first interact with you until they become a loyal, returning customer.

What is lead nurturing?

Lead nurturing is the process of developing relationships with your prospects and customers at every stage of the sales funnel in order to better understand their needs and provide them with information that is relevant to their interests.

The key to a successful lead nurturing process is identifying the needs of your audience through marketing and social listening, and then working to build trust, increase brand awareness, and establish meaningful connections.

Whatever content you create for your lead nurturing campaigns should be personalized to communicate with each prospect and customer on an individual level.

How does lead nurturing work?

The majority of non-nurtured leads will never purchase anything from you. So how does lead nurturing work exactly?

Lead nurturing is rarely about immediate sales. It’s about making sure your brand is at the front of your audiences’ minds throughout their customer lifecycles, inspiring loyalty and engagement.

Why use lead nurturing

Lead nurturing can help alleviate some of the difficulties marketers face when trying to convert customers and create brand loyalty. Some benefits of lead nurturing are that it can help you build relationships with your leads, it can help you better understand your leads, and it can help you close more sales.

1. Engage with dormant leads

Lead nurturing is a process in which you maintain relationships with customers in order to increase the probability of them making a purchase. Building strong relationships with customers is key to success in sales today, and leads to repeat business and customer trust over time.

2. Shorten sales cycle

People are now taking more time to explore their options and educate themselves before making a purchase than they did in the past. Since sales cycles are now expected to be longer, it is important to provide continuous care for your potential customers. This will shorten your sales cycle and increase the number of leads who become buyers.

3. Increase customer engagement

To have success with your lead nurturing strategy, you need to engage buyers. When you provide valuable content and share your knowledge, you will make an impact on your customers. This results in increased engagement and trust.

3 Benefits of lead nurturing

1. Higher ROI

Lead nurturing can help you increase sales and ROI. Companies that nurture their leads well generate 50% more sales-ready leads, while only spending 33% more.

2. Larger purchases

Lead nurturing motivates larger purchases. If you specifically target the right consumers, they will on average spend 47% more than those who are not targeted.

3. More Sales

If you effectively nurture your leads, they will be more likely to make a purchase. The research suggests that only 21% of marketing leads convert to sales. This is because of a lack of lead nurturing.

8 Components of lead nurturing

1. Multichannel distribution

To create a lead nurturing campaign that is successful, you should have all of your channels working together. This allows you to keep in touch with potential customers.

2. Content marketing

Content marketing is a key element of online marketing success, involving the creation and distribution of relevant, valuable content. This means creating content for your emails, website, social media platforms, videos, podcasts, and more.

3. Lead scoring

Sales and marketing need to collaborate to identify where a particular lead is in the business’s purchasing process. The most important part of a lead nurturing system is being able to identify when, where, and how to communicate with each prospect in a way that is most personalized to them.

4. Website

Your website is a great place to capture new email addresses by adding engaging forms and popups. This is a great place to keep existing conversations going and to start new ones. Your website’s experience should be personalized for each visitor to continue the conversation started in emails.

5. Retargeting

Display ads and retargeting create a consistent experience for buyers across channels.

6. Social

Social media is a crucial part of cross-channel nurturing. Creating targeted social media campaigns is more effective than running general campaigns. If you connect your lead nurturing to your social media efforts, they will work together to improve your results.

7. Direct mail

By incorporating direct mail into your lead nurture campaigns, you are able to create a more personalize experience for your recipients by adding a human touch.

8. Marketing automation

Marketing automation makes it possible for businesses to save time and energy by automating their marketing processes. This includes tasks like sending out emails, creating and managing social media campaigns, and tracking results. This increases efficiency and drives more sales. Using automation for your workflow will ensure that your marketing strategy is aligned and that your messages are being sent to the right people at the right time.

How to create a lead nurturing strategy

1. Take a look at your previous lead nurturing efforts

If you have been running your business for a few years, you most likely have some processes in place. Some of these processes might work well, while others might need to be fixed. Some of these processes might be long outdated. You should occasionally take a step back to examine what has been effective and what needs to be improved.

If you’ve been with the company for a while, it’s not an easy task. You’re accustomed to the current way of doing things and may be unwilling to change it. It can be helpful to ask a new hire for their opinion on your current processes, or to look at how other industries handle lead nurturing.

2. Define your lead profile(s)

If you want your company to succeed in sales and marketing, you need to have a good understanding of your target audience.

But how can you get to know your leads? It is easier to schedule an interview with a customer than with a lead.

There are several things you can do:

3. Make it easy for leads to reach out to you

Effective lead nurturing requires cross-channel communication. To get leads to convert, you need to provide them with the information they need to make a decision. Make sure to offer a variety of communication channels to accommodate everyone’s different preferences. These can include live webinars, demos, chats, emails, and more.

4. Set key performance indicators in advance

Before starting a lead nurturing program, you need to decide what your goals are. Lewis Carroll once said that if you don’t know your destination, any road will lead you there.

Think about what you want to achieve (your goals) and what steps you need to take to get there (your objectives). Your goal may be general, but your objectives need to be specific. For example, you may want to generate a certain number of leads, and convert a certain number of them.

5 Effective Lead Nurturing Techniques

Lead nurturing is designed to provide value to potential customers, rather than simply promoting a company’s services. Here are five techniques that can help you build a robust lead nurturing process.

Align sales and marketing teams

Lead nurturing is a team exercise. Marketing and sales team should both be involved at various stages of your lead’s progress. In order to avoid confusion, it is important to have clear responsibilities for both teams.

Usually, marketing responsibilities in lead nurturing include the following:

Sales responsibilities in lead nurturing are as follows:

Make your lead communication personal

One of the most common pieces of advice given to sales and marketing professionals is to “walk in your customer’s shoes.” To ensure you have a productive conversation with a prospect or lead, you should set aside some time to research their business and industry.

You will need to listen to your potential customers during the call and ask questions. When communicating with others, it is important to make them feel as though you are having a conversation with them, rather than trying to sell them something. If you focus on how you can better serve your potential customers, you will be more likely to seal the deal.

When you’re talking to leads, it’s important to be careful about the details. For example, you can take notes in your CRM on even minor details, like if a lead mentioned they have two kids or are going on vacation to Paris next week. The next time you talk to this lead, you can begin with some personal information.

Use lead scoring

Every organization, even a large one, has limited resources. That’s why it’s important to be deliberate about how you spend your time and where you focus your attention. This is where lead scoring comes in.

Lead scoring is a system that ranks leads in order to determine which ones are the most likely to convert. It’s a way of figuring out which potential customers are most likely to buy something from you.

Demographic data, behavior, and engagement metrics can all be used to score leads. These are all different lead scoring models. The model you choose depends on the data you have, and how good that data is. You might use one model, or you might use several models together.

Lead scoring helps with prioritization. Not every lead needs your immediate attention. Gating content, such as e-books or webinars, often results in many people using fake email addresses to register. This means that you shouldn’t waste your time following up with every fake address you get.

Organizing and ranking your leads according to their potential value to your company is known as lead scoring. This process helps you prioritize your sales efforts by identifying which prospects are most likely to become customers.

Follow up with your leads regularly

There are several things that you can do to improve your follow-up routine:

Optimize your reporting

If your reporting is poor, it can have a negative effect on your analysis and make it harder to successfully nurture leads. When you measure results, look not only at numbers but also at what they can tell you:

Reporting should go hand in hand with analysis. But it doesn’t end there. You also need to document your lead nurturing journey. This will help you understand your process and what worked and what didn’t in the future.


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