What is Lead Nurturing?
TL;DR
The process of building relationships with prospects over time until they're ready to buy, typically through Email Automation but also including other touchpoints. Most people aren't ready to purchase immediately; lead nurturing keeps you top of mind and builds trust during their decision process. A lead nurturing sequence might include educational content, case studies, testimonials, helpful tips, and occasional offers. The goal is value first, sales second, prove your expertise and genuinely help before asking for business. Nurturing works because buying decisions often take weeks or months; the business that stays helpful and present throughout wins. Segment nurturing sequences by lead source, interest, or behavior for relevance. Measure nurturing success by conversion of nurtured leads vs. non-nurtured, and by shorter sales cycles for engaged prospects.
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Frequently Asked Questions About Lead Nurturing
What is lead nurturing?
Building relationships with prospects over time until they're ready to buy. Most people aren't ready immediately, nurturing keeps you top of mind and builds trust during their decision process through helpful content and touchpoints.
How is lead nurturing different from sales emails?
Nurturing provides value first, sales second. Educational content, helpful tips, case studies, proving expertise and building trust. Sales emails ask for the order. Nurturing prepares prospects to say yes when you do ask.
How long should a lead nurturing sequence be?
Match your sales cycle. B2C with quick decisions might be 2-4 weeks. B2B with long decision processes might be months. Continue nurturing until they convert, opt out, or go dormant.
How do I measure lead nurturing success?
Compare nurtured leads vs. non-nurtured: conversion rate, sales cycle length, average deal size. Nurtured leads should convert higher and faster. Track engagement throughout to identify who's warming up.
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