Inbound Marketing

Lead Nurturing & Lead Marketing Strategy 

By Jessica Bubenheim, on 04 April 2018

 If you've ever downloaded an ebook, report, or you've signed up for a webinar, you’ve probably noticed your mailbox filling up with related content. When business get user contact details, these users are now categorized under leads, and that’s when the journey of lead nurturing begins.  

Lead nurturing and marketing

What is Lead marketing and how do we use lead nurturing?

Lead marketing is an inbound marketing strategy strategy used to build long term personal relationships with leads. For this reason this particular inbound marketing strategy is labelled lead nurturing.

The main purpose of lead marketing is to ensure your leads keep you on their ‘top of mind’. At the point where a decision or purchase is made, lead nurturing ensures the customer knows your unique selling point and why they should choose you. Marketing efforts lead to sales when leads are kept ‘hot’ and keep the flame's still going when leads reach the bottom of the funnel and it’s time to turn leads into a conversion.

With lead marketing, timing is everything. The content that you offer to users through inbound marketing must be relevant in terms of time and place. So if there’s a time and place for everything, how do we decide? Well, it depends on the stage in which the lead is within the buying cycle.

The first step in developing a successful Lead Nurturing strategy is clearly identifying and locating the stage your lead is in.


Step by step. The lead nurturing process.

The lead nurturing process involves converting strangers to leads, leads into customers, and converting customers into promoters through referrals. The basic idea is to try and familiarize leads with your brand to be the first that come to mind for satisfying their needs.


Find your lead. Phases of lead nurturing.

Let’s look into what steps you should be taking as your leads pass through various phases.

Stage # 1: Attract

The attract stage is where the user must begins to communicate their needs. Likewise, this is the phase where you as a firm begin to show the user how you can step in to fill these needs. To achieve this, your goal here should include high brand visibility and differentiation from your competition. Voicing your unique value proposition to users is what will make the different to convert users from strangers to leads.

Step # 2: Convert

Your users already know you and know what you're capable of doing. It’s time to turn those visitors into potential customers. This phase is only possible with in depth understanding of your buyer journey and buyer persona.

This is the stage where your content marketing strategy really comes into play and you offer your users some attractive and valuable content. Such content allows you to invite your leads to download an book, a report, or specific case studies or propose a sign up to a webinar or online training. Through subscription forms you generate contact details and user data.

Step # 3: Close

What good is getting 1000 people to download your eBook if not a single one of those users buy your products or your services? It’s time to turn those leads who are already willing to buy into your customers. This kind of lead is also called a SQL; sales qualified lead.

Step # 4: Delight

You have successfully converted a user to a lead and a lead to a customer.  Now it’s time to turn your customers into promoters or brand evangelists. You want your customer to share the delight that you’ve shared with them and refer you to their mom, dad, aunt, uncle, and maybe even tech savvy grandparents. Turning your customers into promoters of your brand is a key strategic move for your marketing strategy. The delight stage is the stage where Seth Godin would say, “You turn customers into salespeople."


Overall, lead nurturing through lead marketing strategies allow you to increase the effectiveness of your inbound marketing actions.


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Jessica Bubenheim

Studying International Business at Warwick Business School. Inspired by Social Entrepreneurs.