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Advanced Concepts

Lead Nurturing

The process of building relationships with prospects through targeted content over time.

Definition

Lead nurturing is the strategic process of developing relationships with potential customers throughout their buying journey by providing relevant, valuable content and communications. In email marketing, this typically involves automated drip campaigns that educate, inform, and guide prospects toward a purchasing decision.

Why It Matters

Most leads are not ready to buy immediately. Lead nurturing keeps your brand top-of-mind and builds trust over time. Nurtured leads make 47% larger purchases than non-nurtured leads. Without nurturing, you lose potential customers who needed more time or information.

How It Works

Lead nurturing uses automated email sequences triggered by lead capture or specific behaviors. Content is mapped to stages of the buying journey: awareness (educational), consideration (comparison, case studies), and decision (offers, demos). Lead scoring can identify when leads are ready for sales outreach.

Best Practices

  • 1Map content to buyer journey stages
  • 2Personalize based on lead source, interests, and behavior
  • 3Use progressive profiling to gather information over time
  • 4Include multiple content types (articles, videos, case studies)
  • 5Coordinate with sales for hot lead handoff

Lead Nurturing Automation

Build sophisticated nurture sequences with Sequenzy's automation tools and engagement tracking.

Learn More

Frequently Asked Questions

Length depends on your sales cycle. B2B with long cycles might nurture for months with weekly emails. B2C might be 5-7 emails over 2-3 weeks. Match nurture length to typical decision timeframe.

Educational content performs best early in the journey (guides, tips, industry insights). Case studies and comparisons work in the middle. Product-focused content and offers are appropriate as leads warm up.

Use lead scoring based on engagement (opens, clicks, page visits, content downloads). High scores indicate sales readiness. Look for behavioral signals like visiting pricing pages or requesting demos.