The Lead Nurturing Guide

What a fantastic term, lead nurturing! Don’t you see what we’re getting at? What is it for or how should it be done? It’s your fortunate day; we’ll explain what it is and how to set it up to ensure success in your approach in this article. Let’s get started! You’ll quickly grasp this concept designed for marketers (or simply for the curious).

Definition of Lead Nurturing

The idea of lead nurturing in marketing is to keep a relationship with a prospect. If we were to interpret “lead nurturing” literally, it would be “lead nurturing.” This means you’ll be with your lead from the moment he starts getting to know you until he buys from you and becomes a brand advocate. Throughout your conversion funnel, you will “nurture” him.

In a nutshell, lead nurturing is a marketing technique aimed at developing long-term, individualized relationships with prospects throughout their purchasing experience. This strategy entails supplying these prospects with relevant and valuable information and instructional content in order to assist them in solving their problems or meeting their needs.

This is especially true in B2B sales, which typically have lengthier sales cycles than B2C sales.

Indeed, in a B2B sales process, the individual who is interested in your product will not always be the one making the various decisions. This word is associated with an inbound marketing strategy. You will build a relationship with your potential customer through lead nurturing, then sustain that relationship once he has made a purchase, and ultimately maintain that relationship in order for him to stay with you.

Translation of the term “nurturing”

In our scenario, we will go a bit further so that you understand what we mean. As already stated, nurturing means “feeding.” So it may not mean anything to you, but it makes sense because you will have to feed it with… The content. At the right time, in the right place.

When they’re at the top of the funnel, you’ll adapt your sales pitch to pique their interest in your various items or services. And as he reaches the bottom of the funnel, you’ll adjust your content to meet his path. Of course, you’ll send him more messages throughout his life. What you must remember is that you are constantly changing and offering various materials to your prospects with the goal of nurturing them to take action (typically conversion) with you.

What is the role of lead nurturing in inbound marketing?

Lead nurturing is an important component of the Inbound Marketing approach. Inbound marketing is a strategy that involves attracting prospects with relevant and useful content rather than soliciting them with obtrusive advertisements or commercial messaging.

Lead nurturing fits neatly into this strategy since it helps you to give relevant material to your prospects or customers at the proper moment. Responding to their demands strengthens your company’s trust and credibility.

It is critical to recognize that lead nurturing is used for more than just retaining existing leads. You will, in fact, be able to draw new users to your site as a result of this action.

10 examples of lead nurturing

We will give you several examples to inspire you for your future and existing clients in order for you to fully understand how to execute lead nurturing.

Shopping cart relaunch

In this first scenario, we start strong because a cart relaunch indicates that your target is already interested in you. This is especially true if you operate an e-commerce site. The target began shopping on your site, added items to their cart, and… Nothing occurred… There will be no conversion. This is due to the fact that your potential buyer may not have had time to conclude the order, may have simply wished to view the shipping charges, may have been doubtful about their purchase, etc… As you can see, there remains one more stage before the finalization.

That is where you come in. You’re going to send him an email reminding him that he has some tiny goods in his basket and that he forgot about them. You have numerous options for doing this:

  • Send a promotional code to your consumer as a follow-up. This is especially helpful if the buying price was the stumbling block. Of course, to entice him to act as soon as possible, provide an expiration date in your discount code.
  • Instill a sense of urgency. You don’t have to do this every time, but you can use it to get your customer to take action on occasion. You might argue that inventory is short and that they would lose their item if they do not purchase it soon.
  • Offer other things to add to the cart. Now is the moment to give your consumers or potential customers things that they might be interested in. This is frequently referred to as cross-selling. You take full advantage of holding the possible buyer’s attention to offer him other products or services that may interest him.

The newsletter

If you are developing a website, you will most likely include a form for your leads to subscribe to the newsletter. When a potential consumer is interested in what you do, he can subscribe without committing to you. When your lead reads the newsletter, he is a cold lead because he is near the top of your conversion funnel and is not yet ready to purchase your products or services. On the other side, you must entice them to come with what you want to include in this mail. So, what will we put in this one?

  • A nice and punchy title (to pique your prospect’s interest), therefore don’t be afraid to work on the subject line of your message.
  • Content that helps your lead.
  • Allow your writing to breathe so that your reader can.
  • Subscribe to your newsletter.

Sales periods

The seasonality of sales will be discussed here. You’re probably aware that during occasions like Black Friday, summer sales, winter sales, and Christmas, you’ll produce (technically) more sales.

We also consider your own sales cycle. This is exactly what we are referring to if you detect an increase in activity during a specific time period. You will use this to build relationships with both existing consumers and those who have expressed an interest in your items.

We understand that this is a stressful time in which you have very limited time to conduct lead nurturing efforts, so you must think strategically in order to meet your objectives. Do you have the same thoughts as we do? A marketing automation software, indeed.

But don’t worry, we’ll go back to that later in this essay. Again, when it comes to lead nurturing for the Christmas season or sales, pay attention to your language and consider exactly what information you want to get.

Lead nurturing following a download or registration

The most likely scenario is that a visitor to your website downloads an e-book. They may have completed a form and that is all they have for you. You will utilize this door to provide him with new content that will compliment what you have already provided.

Take care not to rush in and issue a call to action; this is not the time. It’s all about timing. It is critical for marketers to understand how to recognize the proper timing.

Reward your customers’ loyalty

We frequently prioritize customer acquisition over client retention. But guess what? It is equally, if not more, vital than acquisition. When you have a devoted consumer base, make sure they continue to buy your products. As a result, you can reward their devotion by providing them with:

  • Sponsorship (for example, a percentage off their next purchase or a subscription discount).
  • Codes for promotions.
  • Thank you for your time. It’s completely fine if you don’t have much to contribute at times. You may still send a thank you email to let your regular customers know that they are appreciated and that they are part of a community that would be nothing without them.

Social networks

And, of course, we must not overlook the incredible value of social networks. You can also undertake lead nurturing with their help.

It is extremely simple to achieve this: they have expressed interest in your items on a social network such as Facebook or Instagram (but this is not limited; you can use others). The idea is to provide them with material on these social networks by providing instructional content about your products or services that they may be interested in. Did you know you can also undertake lead nurturing on LinkedIn? Stay with us a bit longer; we’ll cover it in this post as well.

Implementing a new service or product

When you’re creating a new product or service, you’ll undoubtedly want potential prospects to know that they can purchase it. This is an opportunity to strengthen your relationship with your prospect by introducing a new product line.

Above all, take the time to explain your approach and avoid putting too much pressure on your buyer. Take care of your copywriting to persuade your prospect that this new product or service is made for him and to properly describe what this new product could provide him by reassuring him.

Make your new customers feel welcome

You have effectively gained your new customers with this in mind. They found you, became interested in your brand, and made a purchase from you. Congratulations!

You can now greet them with a short note. When you become a customer, it’s always good to receive a welcome note. In reality, it is the start of your trustworthy connection. Onboarding is the process of welcoming a new employee and demonstrating that you care about your customers.

Prospecting dormant customers

You will collect data whilst prospecting. So far, everything appears to be rational. As a result, you’ll have a sizable prospect database. However, all of these prospects may not have purchased from you, or may not have heard your messages because they were not read, or because the moment was not appropriate, etc. To correct this, you can re-invite them in the hopes that they will enter your sales tunnel. People you’ve been prospecting will be lost if you don’t act.

How do you do that? We’re pleased you inquired. You can send them an email stating you miss them and would love to see them on your site, for example. When approaching previous prospects, you must make them an excellent offer. Consider a substantial discount or content with significant added value.

Reconnect with unsatisfied customers

As a salesperson, you may encounter disgruntled consumers who are dissatisfied with what you have provided them. Don’t worry, the conflict is far from over.

How can you satisfy a dissatisfied customer? Personalization and empathy are important. Make it apparent to your consumer that you understand their situation and will do all necessary to fix it. Above all, do it from the heart. It may sound cliche, but it is critical that your consumer feels genuine with them and that you truly want to solve their problem as best as you can.

Of course, no matter what you do, there is no guarantee that your client will respond to you, but there is a small chance that some of them will contact you again and agree to give you another chance. Don’t let them down.

How to do lead nurturing

As previously stated, lead nurturing complements inbound marketing. Inbound marketing is the process of attracting customers to you by creating content that will interest your potential leads. When you’re in a digital marketing company, you’ll supply answers through relevant content that meets the needs of your target audience.

Each piece of content will be broken down based on where your customer is located. Because, after all, you’re not going to remind your prospect to check out if they’ve never visited your site, are you? As a result, we adjust our content. You can set up:

  • Guides.
  • White papers.
  • Webinars.
  • Videos.
  • Optimized landing pages.
  • Email nurturing campaigns.
  • Lead magnets.

All these elements will allow you to either :

  • Build relationships with your potential customers.
  • Maintain relationships with your existing customers.
  • Rewarding loyal customers.
  • Fixing things when something goes wrong.

Tips on how to do lead nurturing

As you may have guessed, lead nurturing is an essential component of any marketing strategy. And, in order to have an effective digital strategy, you must:

  • Create a persona (a portrait of your ideal consumer).
  • Segment your prospect lists (this will help you to tailor your material to the profiles you’ll discover in your target audience).
  • Do some cross-channeling. Don’t limit yourself to one channel; the more you reach out to your audience through many media, the more likely you are to become known, and thus the more likely you are to sell.
  • Keep track of your key performance indicators (how many visitors visited your website? How many people bought something? Which of your consumers return to -purchase from you?) Making sure your KPIs are correctly tracked will allow you to assess the effectiveness of your lead nurturing campaigns.

For lead nurturing, segment your lists.

As we said before, lead nurturing is more than just keeping your customers. Of course, you create relationships with qualified prospects, but before you get there, segment your customers and leads.

You can use numerous criteria to effectively categorize your lead nurturing strategy, such as:

  • Industry
  • The company’s size
  • The level of interest
  • Online behavior
  • The stage in the purchasing cycle

You can customise your various communications to your targets based on these characteristics. What’s the big deal? Throughout the sales process, you keep prospects interested.

Lead nurturing emails

When you start thinking about your consumers, you will most likely contact them by email. So you’ll set up automatic email campaigns (since doing everything by hand would be quite time consuming).

When you create automated campaigns, you join the lovely realm of marketing automation. Instead of delivering a message by hand to each person based on their position in your funnel, you utilize a small piece of software that saves you time and creates automatic scenarios that follow your guidelines based on the criteria you define.

The many emails you will send will serve a specific purpose: to provide your prospects with content that is of interest to them, to educate them about your various products or services, and to compel them to take action. We wanted to show you how we do it at Leadsourcing to give you a better sense of how to put up these emails.

Example of a lead nurturing email sequence

#1 Lead magnet and thank you

💡 📆 Time to send the email: at signup.
🎯 Goal: Give the lead magnet (with humor) and warn about future emails

💡 Example
Subject line: John! Your E-book is here 🙌

Email body:
Hello {firstname}, This is it, the day of glory has arrived. Your E-book is here. 🔥 To download it, just click right here. Or here. It doesn’t change anything, but it’s up to you. Use it wisely, with great power comes great responsibility. ✨ As for me, I’ll be checking in with you in a few days. Until then, be well 🙌
See you all soon,

The goal here is to leave a lasting impression on our target’s memory through humor. The message is basic, concise, and punctuated with a healthy dose of humor that draws our audience’s interest.

#2 Countering a customer’s objection

💡 📆 Time to send the email: D+1
🎯 Goal: Introduce Leadsourcing and get her to create an account

💡 Example:
Subject line: is prospecting on LinkedIn dead yet? ❌

Email body:
You may have heard “LinkedIn prospecting is dead” or “it doesn’t work, no one responds”. In reality, the people who say this haven’t learned one thing: how to properly create a LinkedIn prospecting campaign. At Leadsourcing, we’ve run thousands of them. And along the way, we figured out what worked, and what didn’t. It’s all summarized right here. I hope this information will help you launch your campaigns. See you soon John
PS: if you haven’t created your Leadsourcing account yet, it’s right here (it’s free).
PS2 : I might negotiate a little gift for you in the next few days. I won’t tell you more for now, but stay tuned. 👀

Sometimes all it takes is a message to convince a customer that a product is trustworthy. That is exactly what we do here. We accompany him and assure him that registering on Leadsourcing is completely free. We also mention that he will receive a small gift in the coming days, and that your prospect will keep an eye out for what you have to offer.

#3 Checking in

💡 📆 Time to send the email: D+2
🎯 Goal: Create the relationship with the prospect + get them used to the blog

💡 Example:
Subject line: everything is going well {firstname}? 🙂

Email body:
Hello {firstname}! John reporting for duty! So, how is it going on your side? Have you implemented everything we’ve talked about? If so, keep it up! It won’t be long before your first leads start coming in. 🚀 See you soon John PS: With what we have seen so far, you are already well versed in lead generation on LinkedIn. But to become a real expert, here’s what you need.

Sometimes all it takes is a message to convince a customer that a product is trustworthy. That is exactly what we do here. We accompany him and assure him that registering on Leadsourcing is completely free. We also mention that he will receive a small gift in the coming days, and that your prospect will keep an eye out for what you have to offer.

#4 Storytelling + social proof and bringing value

💡 📆 Time to send the email: D+4
🎯 Goal: Educate the prospect with video content + don’t just send them emails about Leadsourcing to keep them opening the emails

💡 Example:
Re: generate thousands of dollars through LinkedIn? Mary’s story

✨ Mail body:
Hey {firstname}, As I talked about in the e-book I sent you a few days ago, one of the most powerful ways to generate leads is through content creation. To help you in this quest, we asked an expert in the field: Mary for her secrets. Here’s what you need to know.
See you soon, John

We waited one day before sending an email to our target to prevent being too spammy. To prevent being too spammy about Leadsourcing, we no longer discuss the product. Instead, we’ll provide instructional content and a statement from someone well-known who provides advise on LinkedIn. A strategy to demonstrate to your prospect that you’ve done your homework on what they might be interested in.

#5 Putting Leadsourcing in front of you: account creation goal if you haven’t done so

💡 📆 Time to send the email: D+6
🎯 Goal: Make sure the prospect has created a Leadsourcing account, and have them create one if they haven’t

💡 Example:
Re: the most powerful lead generation technique?

🔥 Email body: {firstname}, It’s been 7 days since you received our e-book on lead generation on LinkedIn. A quick recap of what we saw:
– Optimize your LinkedIn profile.
– Create content on the platform.
– Contact other freelancers.
– Use LinkedIn jobs offers.
– Launching automatic prospecting campaigns.
– Among all these techniques, there is one that gives results faster than the others: automated prospecting. It allows you to generate leads in just a few days. 🔥
But you already know that if you have launched your campaigns. If you have, you should have received your first responses and maybe even your first leads. But if not, you’re missing the best part. Fortunately, you can still catch up by creating a free account right here. I’m counting on you, John PS: It’s shaping up nicely for the little gift I mentioned… Keep track of the emails that are coming in! 🔥

This is a critical point because it has been 7 days since we sent our initial email (they did, however, receive the ebook). We start to become very present in the minds of our prospects.

#6 and 7 Continuation and end

When we do email nurturing, you already have the first five emails that we send to our prospects. We still have two critical steps to take:

  • Let’s go over some sample prospecting messages with them. What is the goal? Teach them how to utilize the technology properly and create effective campaigns to obtain immediate results.
  • The final step is to provide a promotional code to assist them in purchasing a subscription. When the premium trial version expires, we send this one at D+9. We provide a discount to allow them to continue sending the same number of messages as they did during the trial time.

And this is the end of the sequence. We allow you that it is already more than sufficient. Of course, we stay in touch with our target during occasions like Black Friday.

Lead nurturing’s role in marketing

We’ll talk about lead nurturing in particular in inbound marketing, which is the technique that allows you to attract customers rather than go out and find them. Rather of providing a comprehensive definition, we’ll concentrate on our key points.

You will create content for your leads when you use inbound marketing. You will have to provide them with answers to their needs, challenges, and disappointments throughout their lives. Lead nurturing allows you to facilitate conversions (which is what you want in the first place, that consumers buy from you).

Lead nurturing sequences, as seen earlier in this article, will create leads and guide you through the sales process. Everything in inbound marketing is centered on the concept that you must convert a simple visitor into a devoted customer. This is the lead nurturing that serves as the core of your marketing plan. Of course, you may accomplish this via email as well as social media platforms such as LinkedIn.


We’re almost at the end of this post, and we’ve learned a few things regarding lead nurturing, such as:

  • Its definition (the process of nurturing prospects in order to convert them).
  • Lead nurturing examples and instructions.
  • The fact that you can do lead nurturing on LinkedIn because the platform facilitates it.
  • Using Leadsourcing to generate leads and nurture leads on LinkedIn.