What Does Lead Nurturing Entail?

Category: Inbound Marketing

Written by: Tony Adragna

Posted on: August 9, 2017

The last thing you want to do as a company is turn a prospect off to your brand because you ask them for the sale too early. Instead, you should nurture your leads down the sales funnel until they exhibit behavior that indicates they are ready to talk to your sales team.

This means that your sales and marketing teams should get together and discuss the buying process that your customers typically go through. That is the first step in ensuring your leads are being nurtured properly.

Other vital information pertaining to valuable lead nurturing is highlighted below.

The Buyer’s Journey

According to HubSpot, the buyer’s journey is the process buyers go through to become aware of, evaluate, and purchase a new product or service. The three stages of the buyer’s journey are:


Nurturing Through the Buyer’s Journey

Now that you have a good idea what the three stages of the buyer’s journey are, you’re ready to create content for each stage.


Because prospects in the awareness phase are looking for answers to questions that they have, content examples that work well in this stage are:

  • eBooks
  • White papers
  • Cheat sheets
  • How-to videos
  • Toolkits
  • Templates
  • Industry Reports


In the consideration stage, prospects are looking for viable solutions to a problem they have defined. Good examples of content here are:

  • Case studies
  • Expert video interviews
  • Catalogues
  • Webinars
  • Data sheets
  • Comparison white papers


In the decision stage, the prospect is ready to choose you as their solution provider. Content offers that work well in this stage are:

  • Consultations
  • Live demos
  • Free trials
  • Estimates/Quotes

It’s important to have content offers at each stage of the funnel so that you can provide relevant content to your leads.

Ways to send your leads relevant content are highlighted below.

Email drip campaigns

These are a series of emails sent with relevant content after a prospect downloads a content offer. You can set the criteria of your drip campaigns to trigger new emails when a prospect visits a certain page, downloads a certain content offer, or after a set amount of days.

Paid retargeting ads

These are ads on websites that try to bring the customer back to a landing page on your website. If a prospect downloaded an awareness stage offer, you may try to retarget them to a landing page that has a consideration stage offer.

Smart calls-to-action

In the HubSpot tool, you can use smart calls-to-action on your website to highlight different offers to visitors depending on where they are at in the buyer’s journey. This helps to keep your calls-to-action relevant to every visitor on your site.

Lead nurturing may seem like a robust process, but when you think about the value of keeping leads in your funnel until they are ready to purchase, you quickly realize it is a necessary one.

Get your sales and your marketing teams together, create content for each stage of the buyer’s journey, and send that content to your prospects when it’s relevant.

Interested in implementing lead nurturing in your strategy?

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