Marketing and Business Intelligence

What is Lead Nurturing

Picture of Jesús García Gil
Jesus Garcia Gil
Lead nurturing is a marketing strategy that involves developing relationships with buyers at each stage of the sales funnel through continuous communication.

What is Lead Nurturing and what is it for?

If you come from the previous post you are in the right place, now you will understand the 2nd part of the process to attract customers.

If, on the other hand, you have just arrived here and you don't know what I am talking about, I tell you that you are starting the house from the roof. If you want to understand the process to attract more clients you have to go to the first post where I explain phase 1 with practical examples so that you can understand this important phase 2.

Lead Nurturing is a tool that allows you to automate content and select to the customer who is in doubt or not very interested in buying your products or services. It brings everything to the point of sale in an automated way without the need for more personnel to do so.

With that said, let's continue with the example:

As we have seen before, potential clients are first classified.

Business billing I am very interested I may be interested I'm not very interested
1 million 3 4 13
500.000 € 7 5 48
200.000€ 2 6 72

Then Lead Nurturing presents us with 3 different strategies.

  • Potential clients that I'm not very interested:

Doesn't mean I'm not interested. I am interested, but they are not yet ready to buy my products.

So I will send you newsletters giving you information about CRM, which is, what it is for, the advantages it has for a company: cost savings, automation of tasks, greater reach of potential customers, more sales...

Answer me this question. Have you bought something for yourself that you do not understand what it is for, nor do you see any use for it?

No, neither you nor anyone.

  • Potential clients that I may be interested:

This type of client does know what the CRM, have already tried something similar in their company before, but they do not know how to use it correctly but they still have to wait to approve next year's budgets to see if they try to automate something in their company.

To this type of client I will send another type of information of a next level by newsletter, applications of CRM in companies, ways in which the company can earn thousands of euros by automating processes, such as keeping track of your company... etc.

  • And finally the companies that yes they interest me 100%:

These companies have already worked with other CRM, but they don't get the automation they were looking for. Or do you already use a CRM and they need improvements, or they want to do a big project.

We are already attacking these companies more aggressively. We do a free online webinar, we answer your questions, we make calls, we seek to hire an audit where we will study your particular case to later implement the CRM in your company.

As you can see we have done 3 different strategies depending on the type of client.

But the thing does not end there.

The Automatic Marketing of Lead Nurturing

Here begins what we could call soccer league. It uses the same system, those who win all the matches go up in category. The same thing happens here.

All newsletters are 100% automated, but they take metrics and information. People who a priori “don't interest me” have seen all our content for 6 months.

Therefore, the system detects it and automatically changes it to the column of clients that may interest me.

It then goes on to give you more specific content about implementations of CRM in real companies and success stories.

Business billing I am very interested I may be interested I'm not very interested
1 million 3 4 13
500.000 € 7 5 48
200.000€ 2 6 72

Companies that don't interest me much automatically decrease.

Business billing I am very interested I may be interested I'm not very interested
1 million 3 7 10
500.000 € 7 9 44
200.000€ 2 10 68

If they continue to see all that content, it means that the customer is closer to buying the product. CRM.

Then it will automatically go to the first column, the potential client  NOW YES that interests me 100%

So we will make a call, we will give you more specific information for your company, we will contract an audit and later the implementation of the CRM.

Business billing I am very interested I may be interested I'm not very interested
1 million 3 7 10
500.000 € 7 9 44
200.000€ 2 10 68
Business billing I am very interested I may be interested I'm not very interested
1 million 6 4 10
500.000 € 11 5 44
200.000€ 7 5 68

Conclusion: Advantages of Lead Nurturing

  • It helps you generate more sales automatically.
  • It saves you time dealing with customers who are not going to buy from you yet.
  • It allows you to convince your potential customers to buy from you.
  • Build customer loyalty by providing value and information.

If you want to have Lead Nurturing and Lead Scoring implemented in your company, you can contact us and we will help you implement it in your company.

Job Title
What is Lead Nurturing?
Article name
What is Lead Nurturing?
What is Lead Nurturing? In this post we will explain all the information and how it can help generate more Clients✔ and more Sales✔ in your Company.
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Millennials Consulting


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