INTRODUCTION TO LEAD NURTURING
Posted: Mon Jan 13, 2025 6:38 am
At a time when French companies are in the midst of a digital transition, it is sometimes difficult for them to have a clear idea of the terms used in the digital marketing sector. Between lead generation, lead management, lead nurturing, marketing automation or inbound marketing, newbies often find themselves overwhelmed by unfriendly jargon. We will ask ourselves what lead nurturing consists of, the place it takes in the digital strategy of companies and in marketing in general.In English, " to nurture " simply means "to feed." switzerland whatsapp data
Let’s go back to basics for a moment. The sales funnel. You can see a simplified overview below. The idea is that leads convert to prospects and then prospects convert to customers, through sales.The principle of lead nurturing is to move leads through the different stages of the sales funnel. Typically, companies have more detailed and specific sales funnels internally.
But how do you move leads through the sales funnel?
Feeding them with suitable content is the basic idea of lead nurturing. It involves keeping in touch with people who are potentially interested in products or services. However, it differs from lead generation by the stage of advancement in the sales funnel.
You may know that this is also called telephone nurturing. So from now on we will differentiate between telephone and digital nurturing.
Let’s go back to basics for a moment. The sales funnel. You can see a simplified overview below. The idea is that leads convert to prospects and then prospects convert to customers, through sales.The principle of lead nurturing is to move leads through the different stages of the sales funnel. Typically, companies have more detailed and specific sales funnels internally.
But how do you move leads through the sales funnel?
Feeding them with suitable content is the basic idea of lead nurturing. It involves keeping in touch with people who are potentially interested in products or services. However, it differs from lead generation by the stage of advancement in the sales funnel.
You may know that this is also called telephone nurturing. So from now on we will differentiate between telephone and digital nurturing.