How lead nurturing works
- Email sequences: a series of helpful emails, such as guides, case studies and answers to common objections, sent over several weeks.
- Personalized follow-up: content based on what the lead has viewed or downloaded.
- Remarketing: ads that remind leads of you while they browse.
- Sales contact: a personal call or email at the right moment.
Lead scoring
Many businesses score leads by how well they fit and how engaged they are, for example visiting the pricing page or opening several emails. When a lead reaches a set score, it is passed to sales.
Good practice
- Segment leads by interest and stage, and send content that matches.
- Be helpful rather than pushy: every message should be worth reading.
- Agree with sales on what makes a lead ready, and follow up quickly when it is.
- Only email people who have agreed to it, and make unsubscribing easy.