How To Make Lead Nurturing Work


A lead is a person who has become part of a company’s potential customer base by submitting a contact form. In general, contact information is obtained in exchange for a lead magnet, that is, content of interest to you.

However, the lead is in the initial phase of the buying cycle. To become a customer, you need to guide them through the sales funnel.  The marketing automation techniques   that we use to mature our leads is what is known as lead nurturing.

This process is essential to generate greater sales opportunities, as we explained in a previous article. Of course, to achieve this objective you have to design a lead nurturing strategy that works.

Choose your lead nurturing model

The lead nurturing has many advantages in the process of maturation of leads. One of the most important is that you can get sales in a non-intrusive way. This makes your potential customers not feel pressured, but on the contrary.

With a good strategy, your leads will feel special, they will not lose interest in your company and they will move forward in the sales funnel naturally.

But how do you get all of this? Fundamentally, through progressive and chained communication, without losing sight of our goal: closing the sale.

To begin, you must decide which lead nurturing model you want to put into practice.

1. Traditional lead nurturing model

When you get a new lead, you should check if they have a real interest in your products or services. In this phase, relevant information is collected to know if it is time to direct it to the sales department.

To assess your purchase intention, data such as which pages you visit, what content you download and what information you are willing to provide in the form are analyzed. If he seems genuinely interested, the sales department takes it upon himself to steer him toward the goal.

2. Sales-First Lead Nurturing Model

In this case, each new lead is sent directly to the sales department to try to close the operation without nurturing it, you pass it directly to sales.

If the potential customer is not ready to buy, they go back to the marketing department, who will be in charge of applying the lead nurturing strategy to pique their interest.

3. Lead Nurturing as a Gatekeeper Model

With this method, after capturing a new lead, the nutrition process begins. If the sale cannot be closed, the process stops. At that point, the marketing department uses a lead nurturing strategy to capture their interest.

In case the objective is not achieved, messages are stopped to that lead.

Choosing one model or another depends on several factors, such as your business model, the sales cycle of your products or services or the number of leads you generate per month.

Build an automated workflow

One of the keys to lead nurturing is the automation of processes. The first step is to develop a workflow according to the profile of each lead and their level of involvement.

The objective is to offer adequate content to establish permanent contact that brings our leads closer to the closing of the sale.

There are different campaign automation tools with which you can configure a calendar that guarantees continuous and fluid contact. In any case, the most important thing is to take into account the behavior of the leads, their needs and their purchase intention.

Let’s see how this workflow can be built:

1. Choose a segment to lead nurturing

This is the most important step in the workflow. You must define what group of potential customers you want to reach, what message you are going to use and at what time.

2. Select a goal

As in any marketing strategy, you must define what objective you want your leads to meet. It could be, for example, attending a webinar, downloading an eBook or asking a question. Remember that a well-defined objective must be SMART: specific, measurable, achievable, realistic and limited in time.

3. Create an email sequence

The last step is to do email marketing to guide your leads towards the goal. At this point you must establish how many emails you will send and how long you will wait between each sending.

It is important that email marketing is based on the behavior of your leads. Analyze their interactions with your company on different channels, such as social networks, email, website, etc.

Lead nurturing strategies that work

To finish this introduction to lead nurturing, we will tell you some of the most used techniques to guide potential customers through the sales funnel.

How and when to contact your leads? Here are some ideas that work.


Newsletters usually have a monthly frequency. They are very useful to maintain regular contact with your potential clients. In the newsletters you can share news about your company, blog posts, educational content and promotions related to the interests and journey of each user.

Drip campaigns

They are automated sequences of personalized emails based on the profile of the leads. To design them, we analyze the behavior of each user and offer them content related to their actions within the website.

Social networks

Social networks are perfect for establishing contact. The options for lead nurturing in social networks are very varied. For example, you can do video marketing to show in an entertaining way what the lead is interested in. Another possibility is interaction in real time, especially if your audience is on Twitter or Instagram.

According to Wonder Animation creating a lead nurturing strategy is not complicated if you use the right tools. Remember that the ultimate goal of this technique is to convert leads into customers in a non-intrusive way. Two of the keys to success are spacing out contacts and impacting with content.