Lead Nurturing
The process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer's journey.
Lead nurturing is the active process of engaging a defined target group by providing relevant information at each stage of the Conversion Funnel. It focuses on listening to the needs of prospects and providing the information and answers they need.
Why It Matters
Most leads (up to 96%) are not ready to buy when they first visit your site. Lead nurturing ensures you stay top-of-mind so that when they are ready, they choose you.
Common Tactics
- Email Drip Campaigns: Automated sequences that educate the prospect.
- Retargeting Ads: Reminding users of your value proposition.
- Personalized Content: Serving relevant case studies based on their industry.
Related Concepts
Gated Content
High-value content that requires a user to provide their contact information to access.
MQL (Marketing Qualified Lead)
A lead who has indicated interest in what a brand has to offer based on marketing efforts or is more likely to become a customer than other leads.
Landing Page
A standalone web page created specifically for a marketing or advertising campaign, designed with a single focused objective.