In lead nurturing , just like in digital marketing in general, segmentation is everything. A marketing message can only be effective if it matches the wants and needs of the person receiving it. In the end, the goal of any lead nurturing strategy is the same: to get them to buy from us. And for this, we have to earn the trust of the target step by step and message by message. Show him that we understand him and that we are the best solution to his problems. Sounds complicated? We are going to discover how to achieve this by integrating buyer personas into your lead nurturing plans. Do you want to know how Hubspot works and its benefits as a CRM for your company?
Learn how the most successful Inbound Marketing tool will help you. Click here and download our free course. What is lead nurturing? When a user leaves us their data for the first time (for example, through a form on our website), they become a lead , contact or potential customer. But in most cases, these users are not ready to buy yet. If we send commercial content to users who have just registered in our database, it is quite likely that they will run away in terror. For this reason, lead nurturing arises to cover all this path between the first contact and the conversion. Lead nurturing, therefore, consists of organizing a series of communications with leads that guide them all the way to conversion . In this way, we make the most of possible sales opportunities.
This is a highly effective technique : according to Forrester, companies that carry out lead nurturing campaigns manage to increase sales by up to 50%! But for it to work, the messages have to be well adapted to both the user who receives them and the stage of the process in which they find themselves. Lead nurturing relies on different techniques to communicate with users, such as: The newsletters . These periodic communications are sent by email to the users of a company's database and serve to inform them of the most interesting news and offers. In this way, contact with users is maintained, brand recall is activated and the relationship is progressively nurtured.