Developing relationships with your leads and nurturing them through the buying process is what lead nurturing is all about. At least half of the leads in any company's CRM or software aren't ready to buy just yet. Perhaps you obtained the lead by filling out an online opt-in form in exchange for a lead magnet. Perhaps it was accomplished through sales prospecting, and you're in the middle of a cold call or email campaign. Maybe it was a trade show business card you handed out to your sales team. There are hundreds of ways to create leads, but just because someone gives you their contact information doesn't mean they're ready to hand over their cash. Expecting them to be there is foolish, and it may even turn them away.
How Should a Lead Nurturing Campaign Be Created?
Make Audience Segments
The first and most crucial step is to make sure that everyone who participates in your campaign is at the same stage of the purchasing process so that they can all be properly nurtured.
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