We place each lead according to the variables we have defined, both their profile (purchasing power, age, profession, geographic location, etc.) and their degree of interaction (number of visits, followers on social networks, response to emails, abandoned carts, etc.).
The degree of interest of each lead corresponds to the letter and color (warm = more interesting). In many cases, the type and content of the contact we make will vary depending on the classification within the lead scoring matrix we are going to target.
Don't forget that this matrix is dynamic: leads can jump from one category to another if their conditions or degree of interaction change. It's not a fixed photo. As an example of this: Are my followers on social networks leads? Yes, as long as they have a place in this matrix, but if they are only followers and we don't have any more data on them, they will always be at the bottom.
This brings up something fundamental: lead nurturing aims to germany number data move our leads up the scoring scale and always move them up and to the right in the matrix. And that's not going to happen on its own, we have to help them evolve.
Step 2: Definition of content
Once we have a classification or score, we can think about what menu we are going to serve to each type of lead. Type A leads are especially important, so they should receive a different and much more personalized treatment from the rest , since their potential to become clients (and also good clients) is much higher.
A good lead nurturing strategy cannot treat all leads in the same way, since not all of them will respond equally nor will their potential be the same. The greater the purchasing potential, the more meat you will have to put on the grill in the form of discounts or contributions of monetary value.