What is lead nurturing and how to do it?

Thanks to lead nurturing , contacts who receive relevant content tailored to each stage of the sales funnel generate 47% more purchase volume and increase sales opportunities by 20% (HubSpot data). These figures demonstrate the importance of making lead nurturing a core part of your marketing plan. But what exactly is it, and how can you design a strategy that works? We’ll give you the keys to success, along with practical examples. 

What is lead nurturing?

Lead nurturing is a marketing strategy that involves guiding each lead through the sales funnel. How? By offering relevant and personalised content based on their stage in the funnel, their behaviour, interests, or needs, with the ultimate goal of getting them to make a purchase. In practical terms, it’s not about overwhelming them with offers, but about providing value at the right moment. 

Examples of lead nurturing: If a user saves several properties to their favorites, they may be starting to look for options but aren’t yet ready to invest or haven’t found the ideal one. Lead nurturing supports them with personalised recommendations and alerts tailored to their interests so they can move naturally through the funnel. 

How to work on lead nurturing? We include examples.

The Redegal Analytics team points out that for lead nurturing campaigns to be effective, they must combine segmentation, relevant content, automation, and constant measurement . 

These are the key pillars for it to work, provided by the expert team at Redegal, along with some examples of lead nurturing and lead scoring ready to be applied: 

1. Know your lead

To know how to impact the user, we need to know where they are in the sales funnel:

• Top of Funnel. The user is not yet fully aware of their problem or need. The goal at this point is to spark interest and raise awareness.
• Middle of Funnel. The user is researching options and possible solutions. At this stage, the goal will be to show them why our proposal is one of the best alternatives.

Bottom of Funnel. You’re evaluating specific alternatives and are close to converting. Our goal is to make your decision easier and close the sale.

2. Use lead scoring

A key aspect to determine is, how do we know where our user is in the funnel? A very useful tool for this is lead scoring , available on most marketing automation platforms .

Lead scoring involves assigning a numerical score to a user’s actions and behaviours . The higher the score, the greater their level of interest and the closer they are to making a purchase.

3. Create progressive flows

As we mentioned earlier, lead nurturing consists of accompanying and guiding each lead through the sales funnel. For this reason, it’s advisable to create flows and actions adapted to each stage. If we return to the initial example of buying a home:

• First impressions (Top of Funnel) . In this phase we can offer educational and informative content that helps the user to orient themselves in their first steps. 

Practical example : articles on how to start looking for a home; tips for calculating the budget, etc.

• Middle of Funnel Interactions . By now, we likely have more concrete information about their preferences. This allows us to send more detailed and personalised content. 

Practical example : lists of recommended homes based on prior interests (square meters, area, price).

• Advanced stage (Bottom of Funnel) . At this point in the funnel, the user will already be evaluating very specific options to close the sale. It’s time for more direct action.

Practical example : invitation to visit an available property in the area you are interested in, or personalised alerts for new properties that exactly match your filters, or a price drop on a favorite property.ecio en algún favorito.

4. Automate your actions

At this point, the main protagonist is marketing automation. 

Many of the actions we defined in the previous step can be automated. For example: automating emails that are sent based on the user’s actions on the website; automating recommendations based on the preferences they have indicated; etc.

The key will be to use a multichannel strategy, as these tend to be the most effective. This involves combining email marketing, social media , paid retargeting, personalised web content, and more.

Even if these actions are automated, personalisation will continue to be the greatest ally , since the more relevant the communication is to each user, the better results we will obtain in terms of interaction and conversion.

5. Continuously analyse and optimise

There’s no such thing as perfect lead nurturing the first time. It’s important to constantly analyse the KPIs of the actions taken—opens, clicks, lead scoring growth, and conversions, among others—to identify opportunities for improvement.

Based on these analyses, we can perform A/B tests to adjust copy, frequency of impacts, etc.

How AI is transforming lead nurturing

AI doesn’t replace traditional lead nurturing; rather, it amplifies, refines, and enhances it . Here are some examples of how AI can help us boost our efforts:

1. Chatbots. AI-powered chatbots act as the first line of nurturing, instantly answering common questions and guiding users to content they’re interested in. In addition, many current chatbots are integrated with marketing automation platforms, becoming another channel within the multichannel strategy.
2. Conversion prediction. Some predictive models also determine which leads are most likely to buy, who needs more exposure, or who might drop off. This allows you to focus your efforts where it really matters.
3. Predictive optimisation . AI can also help us optimise our mailings. For example, it can optimise the timing of sending by analysing user interaction history to determine the optimal time and day when a user is most likely to open and click on the email, maximising open and conversion rates.

Lead nurturing is key to transforming contacts into customers , guiding each user with the right message at the right time. Understanding your users, applying techniques like lead scoring, designing progressive flows, and automating your actions will allow you to create more relevant impacts and increase your conversions.

If your goal is to maximise your return on investment, you need to stop chasing leads and start nurturing them. Our team of analytics and marketing automation specialists can help you achieve this. Let’s talk?