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The Grande Guide to
Lead Nurturing
Use the content you have today
to grow sales tomorrow

Lead Nurturing

Lead Nurturing provides highly relevant educational content to prospective buyers early in the buying process. Nurturing can build brand and product preference long before prospects are ready to buy.

Lead nurturing is a discipline focused on leads who are not yet ready to buy. As such, the art of successful lead nurturing is in delivering content of sufficient value that the audience remains engaged. If done well, successful nurturing can build a strong brand and solution preference long before a prospect is actively engaged in a buying process. Lead nurturing software allows for leads to be tracked and content delivery to be automated through various marketing channels.

Given that, the three main goals of a lead nurturing program are as follows:

1) Maintain permission to stay in contact with the prospect: This is by far the most important goal of lead nurturing, as without it, any other goals are impossible. If a prospect loses interest in your messaging, or does not see sufficient value, they will disengage, either through unsubscribing through normal means, marking your messages as spam, or “emotionally unsubscribing” – reflexively ignoring or deleting your messages.

2) Establish key ideas, thoughts, or comparison points through education: A potential buyer you are nurturing may not enter a buying process for a long time. During the nurturing period, however, if you can educate prospects and guide their thinking slightly to incorporate specific requirements and ways of thinking about the market, when they do become buyers, your company and solutions will be much better positioned in their minds

3) Watch for signs of progress through the buying cycle: As you nurture potential buyers, you can watch their digital body language to give you an understanding of where they are in their buying process. As they progress through their buying process, they will reach a point where they are ready to engage with sales, as identified through a lead scoring system.

Lead nurturing is a very powerful way to automatically stay engaged with future potential buyers. In doing so successfully, you can establish buyer preference for your solutions, while at the same time understanding buyer timing. However, this is only possible if your lead nurturing programs deliver content that is of sufficient value and interest to the prospects that you maintain their permission to stay in contact with them.

Lead Nurturing Resources

Grande Guide To Lead Nurturing
How to care and feed prospective customers with delicious content. View this short, info-packed guide to Lead Nurturing!

9 pages

The 8 Stages Of Lead Nurturing Romance
Happy Valentine’s Day! It’s a day of flowers, chocolates and plenty of dates. So what does dating have to do with lead nurturing? There are actually some striking similarities. On this day dedicated to love, we take a romantic romp through eight stages of lead nurturing.

1 page

Goldilocks and the 3 Lead Nurturing Programs
If Goldilocks left the forest and went into the wonderful world of marketing automation, she might experience a sense of déjà-vu. When it comes to lead nurturing some programs start out too hard and some start out too soft, but don’t worry, some are just right.

1 page

Say Hello to Strangers
MarketingSherpa says that the first 30 days of meeting someone is the best time to give and get information, and this effort was going to help us leverage that time-sensitive opportunity.

What Your Love Life and Lead Nurturing Have in Common
Learn DemandGen’s best practices for building your nurturing strategy and then see examples of successful nurturing content from Taleo.

58 minutes

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