How To Use Lead Nurturing Model: A Short Guide

How To Use Lead Nurturing Model: A Short Guide

A good lead-nurturing strategy can help your company achieve a lot of great outcomes. You may use it to keep and create solid relationships with potential clients, win their trust, and increase sales by using it. With a lead nurturing platform you can use the needed data to target prospects by email with the right content when they are most interested.

What is a lead nurturing model?

It is the process of a company developing a relationship with a potential customer. It's a key part of inbound marketing, which involves attracting customers' attention through content marketing, social media, and other online communication channels.

When potential customers come across your company, they might not be ready to buy your goods or services. Nurturing leads is an excellent sales approach because it keeps you in front of prospects' minds so they come back when they're ready to buy.

Lead nurturing is comparable to any other relationship in that the more effort you put in, the more you will get out of it. However, if you don't work to strengthen your relationship, you'll eventually drift apart. The process of cultivating relationships with prospects is known as lead nurturing.

Lead nurturing is critical to any company's success. Companies who are good at nurturing leads create 50% more sales-ready leads at a 33% reduced cost, according to Forrester Research.

The importance of nurturing your leads

Although the primary purpose of lead nurturing is to increase sales, it also has a number of other advantages:

  • More potential customers.

Lead nurturing is a powerful tool for informing prospects about your services and products. Lead nurturing allows you to show potential customers a more complete picture of who you are and what you can do for them.

  • Gaining the trust of your audience

Showing your potential consumers that you understand their problems or providing them with helpful advice will help you connect with them and earn their trust. Sharing your knowledge shows them that your relationship is about more than just generating a sale; it's also about giving them the tools and information they need.

  • Getting to the position of a thought leader.

Lead nurturing may help you build a reputation as a thought leader in your sector by helping you develop meaningful, relevant content and communications.

  • Make your audience remember you.

If you engage with your prospects on a frequent basis, they are more likely to remember you. It's especially important to stay top of mind so they'll think of you when they need or want your products or services.

  • Better effectiveness of your sales plan

Many potential consumers aren't being targeted because sales teams are normally focused on selling in the present. Lead nurturing allows you to target potential clients in the future.

  • More sales.

You may convert prospects into higher-quality leads by using lead nurturing. A study by the Annuitas Group reveals that nurtured leads make purchases 47% larger compared to their non-nurtured prospects.

How businesses can use lead nurturing strategies

Salespeople follow a method to nurture leads until they're ready to hear a sales pitch. Examine the required procedures and activities to get leads in the buying mindset so you can give your pitch and overcome obstacles in order to close.

Then, transform these activities into particular phases in your sales funnel, including benchmarks that leads must meet. Consider the actions that they must take to advance them from one step to the next. The stages of the process are below, along with essential salesperson actions and lead benchmarks:

  • Sales Email

To schedule a call, do some research on the lead and write an introductory email. Leads who respond well can on to the next level of the nurturing process.

  • Sales Call

Conduct additional research, prepare a script, and make your first sales call. Leads who want more in-depth conversations progress to the next round of lead nurturing.

  • Live Product Demo

Personalize the demo flow, configure the technical elements, and present the demo. Those that reply positively advance to the next step.

  • Sales Presentation

Create a script, customize your slides, and deliver your presentation. Prospects who are interested in complete proposals progress to the next level of nurturing.

  • Business Proposal

Select a proposal template, personalize it, send it, and hold a proposal review meeting. Overcome objections and ask for the sale from here.

  • Deal Close

Create a contract, work to get it signed, and then either mark the deal as closed/won and onboard the customer, or mark it as closed/lost and move on to the next lead.

The benchmarks your lead meets as you finish the activities in each stage will help you determine when to advance them to the next step. The benchmarks are usually those actions that your lead must perform. For example, accepting a presentation. You can shift them to the next step and begin executing the actions in the new stage once they take the action or reach the threshold. The lead can also receive more communication from the marketing team through email, content delivery, and other methods.

Customers report an average 25% increase in marketing ROI after adopting CRM. This makes this tool crucial in the lead nurturing process. You can use a CRM to establish actual pipelines that mirror the steps of your nurturing phase.


Lead nurturing, on the other hand, is something many businesses neglect. You should consider implementing a plan if you haven't already. But, before you get started, make sure you know why lead nurturing is crucial. Consider what tactics you can use in your own company.

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