Leads nurturing

According to Benjamin

Head of Account Development

Ignition Program

What’s lead nurturing?

Why is lead nurturing essential?

What tools should be used for lead nurturing?

What’s lead nurturing?

Once a prospect has been contacted, it is necessary to maintain and strengthen the relationship between the prospect and the company: this is called lead nurturing. The objective is to help the prospect’s needs to mature and to accompany them through the various stages of the sales pipeline in order to transform the prospect into a customer.

A successful lead nurturing strategy focuses marketing and communication efforts on listening to prospects’ needs and sharing the information and answers they require, thereby building trust, increasing brand awareness and maintaining a relationship until prospects are ready to convert.

Why is lead nurturing essential?

Relationships between a company and its prospects are essential in sales cycles, and by nurturing these relationships over time, you maintain a sense of trust while building brand loyalty. Lead nurturing therefore gives you a leg up when it comes to increasing a user’s propensity to convert, and building brand loyalty. By practicing lead nurturing, you not only shorten your sales cycle, but you also convert more prospects into buyers.

Lead nurturing is a cross-channel communication strategy that combines content marketing and marketing automation to create a system for building and maintaining relationships with users.

What tools should be used for lead nurturing?

Two types of tools will be useful to optimise your lead nurturing: a CRM and a data enrichment tool. 

Hubspot is one of the most widely used CRMs for businesses. This paid tool allows a complete follow-up of all contacts and companies identified as strategic, as well as the customisation of the lead pipeline.

Other tools offer web scraping in order to find the contact details (email address, telephone number, etc.) of the profiles you are looking for in order to facilitate contact. From the domain name of a company, Hunter.io manages to find the format of the email address of the employees of this company: for example, for Google, Hunter discovers that the most used model for the professional email address is “{f}{last}@google.com”.

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