Lead nurturing and decision cycle

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Lead nurturing is a key strategy in marketing automation, consisting of nurturing prospects with relevant and educational content at each stage of their decision cycle. The goal is to transform an initial interest into a concrete commitment, accompanying the prospect from the awareness of their need to the purchase.

Marketing automation makes it possible to automate this process using workflows adapted to the different stages of the customer journey:

Discovery phase : Sending blog articles or informative guides.
Evaluation phase : Proposals for case studies, comparisons or webinars.
Decision phase : Personalized offers or free demonstrations.
Example: A company specializing in online indonesia email list training sends emails with free tutorials to engage prospects. Once the tutorials are viewed, they offer a limited offer to access a full training course.

4. How to set up a marketing automation strategy?
4.1 Define your goals
Before you start a marketing automation strategy, you need to identify your main goals. What do you want to accomplish with this technology? Goals may include:

Customer loyalty : strengthen relationships with your existing customers through personalized campaigns.
Lead generation : attracting new prospects and qualifying them effectively.
Increasing conversions : transforming visitors or leads into customers.
Improving engagement : Maintaining regular interaction with your audience.
4.2 Choosing the right tools
Choosing a marketing automation tool is a step that should not be overlooked in order to succeed in your strategy. Here are some popular options:

Hubspot : Ideal for all-in-one management, with advanced CRM integration features.
Mailchimp : Perfect for small businesses, it offers simple and affordable features.
ActiveCampaign : Excellent for segmentation and lead scoring, with good value for money.
Marketo : Built for large enterprises, with powerful customization and analytics options.
Brevo (ex-SendinBlue) : a flexible and affordable solution for mid-sized businesses.