Let's introduce the term leads nurturing

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In light of this definition, it is clear how the concept of lead generation is closely connected to that of inbound marketing : the great abundance of information accessible on the web has led to the creation of an independent online consumer and the birth of new techniques for identifying potential leads.

The yardstick for a good lead generation campaign is the number of mobile database conversions generated and their quality. The cost per purchase, or the quantity of sales made, is not evaluated because this data is strongly determined by the skills of those in charge of the commercial area.

Carrying out lead nurturing activities means exactly “feeding” your contacts in order to lead them to be ready for the purchase, the analogy with the action of watering the plants fits perfectly.

It is an integral part of the lead management process , that is, the acquisition and management of contacts, and includes the personalization of communication . Once the data has been collected (lead capture) and the scores assigned (lead scoring), you will have to think of a strategy that focuses your energies on those leads that seem interested but not yet completely ready to purchase.

Lead nurturing can also simply mean sending periodic emails (newsletters) to leads in which they are informed about product updates, offers and services, but we recommend implementing more complex campaigns that include real education on purchasing, with highly personalized solutions.

With targeted messages you will have many chances of receiving responses. Do not underestimate the quality of the content! You can decide to involve potential customers with webinars, free eBooks, white papers, videos or presentations, whatever you have in your drawer!