Lead Nurturing is an Inbound Marketing technique based on creating valuable relationships with the users with the aim of guiding them during their purchasing process. In other words, how we are educating our leads through different flows or communication chains in order to accompany them in the process of acquiring a product or service.
Let’s imagine that two leads who have given us their data:
- Both 35 years old
- They both follow us on our blog/newsletter
- The first one has visited our website and specifically went to the pricing page
- The second has done the same as the first but has gone a little further, adding a product or service to cart before abandoning it
At an affinity level of the buyer persona, both are on the same level in terms of the score. On the loyalty level, both also have the same score. But on the purchase process level, the second customer is more advanced, since he or she is closer to our sales process/goal. The actions that we should take to feed these leads are quite different. In the first, perhaps make a recommendation of the advantages of our product in order to inform and influence the purchasing decision. For the second, we can send an email reminding the user that they are one step away from enjoying the product.