Marketing Glossary

Lead Nurturing

What is Lead Nurturing?

A lead nurturing program is a process for developing close relationships with qualified prospects who have an interest in your product but are not yet ready to buy. Lead generation is the first step, and after generating leads it’s important to develop a good rapport with prospects before attempting conversion.

Inbound leads only make up 10% of all leads, so it is crucial to get them to buy sooner rather than later.

How to improve Lead Nurturing

One way to address the pain points of decision-makers is by providing them with content that is relevant and helpful, which addresses their specific needs. For example, Marketo can streamline your marketing operations while also improving customer experiences throughout different decision-making cycles in the buyer’s life cycle.

According to a study, 68% of marketers believe the most effective tactic for improving conversion rates for lead nurturing is through assigning values to certain behaviours such as browsing a site or clicking on content.

After a conversion of leads, using the “tag and follow up” strategy as soon as possible increases the odds of success.

Lead nurturing is the optimal way to keep prospective buyers interested in your product by automatically delivering relevant and personalized content.

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