What is lead nurturing?
Lead nurturing is the process of building relationships with potential customers over time through relevant, timely communication until they are ready to speak with sales or make a buying decision.
How is lead nurturing different from lead generation?
Lead generation focuses on attracting and capturing new leads, while lead nurturing focuses on educating, engaging, and advancing existing leads in your database.
Why is lead nurturing important in B2B and SaaS?
B2B and SaaS decisions often take months and involve multiple stakeholders. Lead nurturing keeps your brand top-of-mind, gradually answers questions, addresses objections, and increases the likelihood that leads choose you when they are ready.
What channels are used for lead nurturing?
Email sequences, marketing automation journeys, retargeting ads, webinars, newsletters, in-product messages, and targeted content offers are commonly used to nurture leads.
What types of content work well for lead nurturing?
Educational blogs, how-to guides, product explainers, case studies, comparison content, ROI stories, and invitation-based webinars or demos all help move leads closer to a decision.
How does segmentation improve lead nurturing?
Segmentation allows you to send different nurture streams to leads based on industry, role, lifecycle stage, behaviour, or product interest. This increases relevance and improves engagement and conversion rates.
Which metrics indicate successful lead nurturing?
Key metrics include email engagement (opens, clicks, replies), progression from MQL to SQL, opportunity creation, sales cycle length, and revenue influenced by nurture programmes.
How should lead nurturing programmes be optimised over time?
Lead nurturing should be reviewed regularly to identify drop-off points, low-performing emails, and outdated content. A/B testing subject lines, content, timing, and segmentation rules helps keep nurture journeys effective and aligned with current buyer needs.
