What is Lead Nurturing and how does it affect your Inbound Marketing?

Talking about lead nurturing is talking exclusively about the actions that guarantee the optimization of your inbound marketing tactics.

Remember, everyone wants to get new customers, get leads; improve the information on the profiles of your buyer personas and of course, close sales.

What is lead nurturing?

Starting with the obvious, the expression led nurturing can be literally translated as “nurturing contacts”.

This technique is based on accompanying the customer throughout the purchase journey so that they are informed about the company’s products and services, until they purchase one.

Simply, it is about maintaining contact with all customers who are part of the company’s contact lists, to continue motivating them to be recurring customers of the brand and inform them of news.

Relationship between lead nurturing and lead scoring:

Lead scoring is a classification that is given to a client by virtue of their interactions with the brand and the characteristics that it possesses, that is, how much it fits with the client profile that we are targeting at a given moment.

Actually, it could be said that lead scoring is an internal algorithm of the company, which allows classifying leads from a database through certain parameters that indicate which profiles best fit a campaign or lead strategy.

As mentioned above, it is more than obvious that the first step before launching into a lead nurturing campaign is to carry out a thorough analysis of your lead scoring.

Main benefits of lead nurturing.

In addition to helping, you better classify the leads you get from your content marketing strategy and conversion funnels, lead nurturing also helps you:

1. Improve ROI:

Performing lead nurturing is a good way to improve the return on investment (ROI) of your campaigns, because it generates a greater number of conversions spending the same fixed budget, which translates into a lower cost.

2. You take advantage of web analytics:

All that set of data from your page, which we call web analytics, gains enormous value when you translate it into actions, interests and specific needs of your customers, thus classifying them at some level of the sales funnel.

3. Automation of the process:

One of the greatest advantages offered by lead nurturing is the possibility of automating almost the entire process of feeding the databases and distributing the chains of leads or mailing lists.

4. Decreases bounce rates or subscription to mailing lists:

Since lead scoring will be supporting the contact nurturing process at all times, it is guaranteed that the highest percentage of people who receive the email will be interested in that information and will interact with it.

5. Improves workflows:

Here we are not only talking about the delivery of lead chains, but about the entire inbound marketing strategy that goes from content creation and design of lead magnets, to the sales process.

Steps to apply lead nurturing in your company.

For your lead nurturing strategy to generate excellent results, you must fully cover the following steps:

Complete the profile of your users:

It is quite common for contact forms to have few boxes to fill in to prevent the user from giving up their data due to the time it takes to complete all the information.

However, once you have that customer’s data, you must generate a contact strategy that allows you to obtain the rest of the user’s information as they interact with the brand.

Get the user to know the company:

The next step in your lead nurturing strategy is to educate the prospect about your company, your products and services, and what they can do with them.

This degree of familiarity with your brand is what tells the sales team if a lead is ready to close a purchase or not.

Take the user to the purchase process:

In the previous step, we have sought to educate the user, in this we have taken into account the contents that seem to interest them to place greater emphasis on them.

The idea is to seduce the prospect with those details that can encourage him to make a purchase, be it an unexpected offer, a promotional code or a free trial period.

Closing of the sale:

The last stage is the closing of the sale, it is based on creating an email chain that convincingly argues the reasons why the brand’s product or service should be purchased.

It is not about pressuring the purchase, but rather launching commercial arguments that end up convincing the user to become a customer of the company.

The detail that must be taken care of at this point is to provide a direct path for the buyer to close the deal with your business and not with that of the competition.

Summary of the post and frequently asked questions about lead nurturing:

What is lead nurturing?

Lead nurturing is a strategy that seeks to accompany, educate and retain the prospect, from the moment they have their first contact with the brand until they become a regular customer of the brand.

How are clients classified when generating a lead nurturing strategy?

To guarantee the success of your lead nurturing strategy, you should take into account 3 very specific variables of your clients. These are:

  • Degree of affinity with the customer profile: It is about knowing how much that lead fits with your buyer persona description, the closer it is, the higher its classification in the lead scoring.
  • Level of knowledge about the company: If you already know your products, have used them, have documented about them or regularly see content from your page, they will be more open to making the purchase.
  • Stage of the funnel in which it is: The last detail that must be taken into account is the level at which the prospect is in the funnel. If you are at the beginning, it is not the time to sell, but in the end, it is a fairly safe sale.


As you may have noticed, lead nurturing is one of the most effective techniques when it comes to attracting new customers, closing purchases, and retaining your recurring buyers.

It is not only a strategy that guarantees closing sales, but creating a whole community of loyal consumers, who will be up to date with your company’s products and will function as brand ambassadors.

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