Marketing
Definition
Lead nurturing is the systematic delivery of relevant content and touchpoints to prospects who aren't sales-ready, with the goal of moving them toward buying readiness. Nurture programs use segmentation to deliver content aligned with prospect pain points and buying stage.
Key points
- Typically automated via drip campaigns with behavioral triggers
- Content matched to buying stage: awareness, consideration, decision
- Nurtured leads convert 20-50% better than non-nurtured
- Pause nurture when prospect becomes SQL; resume if they go dormant
Example
A prospect downloads an ebook on CRM selection but isn't ready to evaluate. They enter a 6-week nurture drip with weekly educational emails. In week 5 they book a demo.
Stop stitching tools to track this
CRM, communications and operations share one database here, so the numbers this term describes are a dashboard rather than a spreadsheet.
Build This in KamoCRM
Drips start from real CRM events, such as a new lead or a status change. Email campaigns and drips are unlimited on Business and Enterprise.
- Unlimited contacts
- Unlimited sends
- Drips with 14 triggers