What is Lead nurturing?
Lead nurturing is a part of the inbound methodology, and quite literally means nurturing your leads until they become sales-qualified leads. This can be done through relationship-building activities targeted at leads who have shown interest in your company. Here are some examples of such activities:
- Send tailored and personalized emails
- Invite to webinars and breakfast seminars
- Create targeted content that delivers value
- Offer a loyalty program
Why is lead nurturing important?
The main goal of lead nurturing is to tailor your sales messaging to potential customers, and thereby move them further down the sales funnel. By creating value and building trust with your customers, your company will in turn establish long-term relationships that ensure solid profitability.
The bucket model is an illustrative way to show the importance of lead nurturing. As the illustration demonstrates, it is more cost-effective to nurture the leads you already have, rather than continuously filling the bucket with new leads.
Simple guide in Hubspot
Companies can easily use Hubspot as a tool to run lead nurturing efficiently. Here is a simple guide on how to do this:
- Collect leads in Hubspot
- Segment them in Hubspot
- Execute tailored activities based on the insights
- Analyze performance to optimize your activities
- Continue to engage
Summary
In short, lead nurturing is about developing leads through relationship-building activities. For the company, it is more effective to create value for leads that have already shown interest, rather than constantly chasing new leads. For more info, read our inbound marketing guide here:
