What is Lead Nutrition and How to Create Your Flow?

Lead Nutrition

Lead nurturing is the strategy of systematically submitting relevant content to drive your lead from the top to the bottom of the sales funnel. Discover this relationship marketing technique and increase your conversions.

The year is 2020. There are over 1.8 billion websites on the internet. The habit of buying online is growing more and more and factors such as the seller’s location have become irrelevant even for physical products. Imagine for infoproducts.

This means that competition has increased. With easier access to information, through search sites and social networks, for example, the research stage in the purchase journey is getting longer and more difficult.

To ensure that visitors become leads and that leads turn into conversions, you need to use strategies that leverage the prospect’s degree of engagement with your brand. To find out what lead nurturing is and how it can help you achieve that goal in this article.

What you will see:

  • What is Lead Nutrition
  • Why does lead nurturing?
  • How to Create Your Lead Nutrition Stream
  • What not to do in lead nurturing

What is Lead Nutrition?

A lead is a person who has expressed interest in learning about your product and has left contact information on your page. Not every visitor to your site is a lead, but a lead can certainly become a customer if it’s well nurtured.

Maybe you already have your lead generation strategy and so far it has worked. But the road to conversion has not been an easy one. Lack of communication with your leads or lack of quality data for more assertive content delivery may be some reasons.

That’s where lead nurturing comes in. This powerful Relationship Marketing strategy serves to create a connection between the customer and your brand, guide them through the purchase journey and ensure that they recognize your product as the best option at the decision stage.

The lead nurturing process uses automation to create personalized, timed messages that have relevant content, increasing your authority and credibility with the potential customer.

Well-crafted lead nurturing delivers the right message to the right person at the right time.

Why does lead nurturing?

As mentioned earlier, lead nurturing basically serves to move the lead through the steps of the purchase journey or sales funnel. So, below are some more benefits of implementing this strategy in your business.


Good lead nurturing campaigns educate customers by clarifying doubts and dropping possible objections to your product. This makes the buying process easier for the sales team who receive a more qualified lead who is more likely to buy the product.

Data generation

Interactions via email with leads can generate statistics based on the open rate, click-through rate and unsubscribe percentage or by the voluntary supply of information by the lead itself. This data generates a foundation that can be used to make your relationship even more assertive.

Cost reduction

Instead of investing in more ads to promote your product, nurturing an existing lead that is already part of your base has a much lower cost. In addition, as I already know you and have informed you of personal data, this lead is already “hotter” in your purchase journey.

How to Create Your Lead Nutrition Stream

Every nutrition campaign must follow a flow. The objective is to guide the customer’s decision in their purchase process, offering quality content gradually. This lead nurturing flow can vary by business segment and product sales cycle, but some factors in creating it are the same regardless of the business. Are they:

  • Goal

It is from it that all other actions are taken. It is the objective that also determines at what point the lead becomes eligible to enter the nutrition process – the nutrition trigger;

  • Persona

Knowing who to talk to is essential to equalize communication. Knowing the persona, the profile of your ideal client, it is easier to elaborate the message;

  • Frequency

Here we talk about the timeline. From the study of your product’s sales cycle, it is possible to determine the number of emails to be sent. The former is the nutrition trigger and the latter should be the goal. All emails between the first and the last must bring relevant content following the logic of adding content to the previous email and thus arouse the interest of the lead. There should be an average of 1 and 2 days between them to avoid being classified as spam (see below what this bad practice can entail);

  • Content

It must be relevant and add value by answering possible doubts and preparing the lead for the decision stage. Remember to insert a custom CTA (call to action) in the emails as well. The idea is to facilitate the conversion path.

What not to do in lead nurturing

There are several ways to get in touch with your audience, but in lead nurturing, email marketing is the flagship. So the tips of what not to do in lead nurturing mainly refer to this tool.

Do not automate the process

Is it possible to nurture leads without automation? The answer is yes. But the time spent producing and sending the emails and the chance that something will go wrong is too great to choose to do it manually. Remember that the keyword in this process is personalization. Multiply the number of personas by the purchase stages they are in and the number of leads generated and you have too many emails to send when you could be doing something more productive.

Send a lot of emails

67% of email communications are currently spam. If you don’t want the content prepared with so much care to receive the same destination, known in-depth your product’s sales cycle, revise it if necessary and adopt an interval between one email and another.

Do not review the email list

Along with the previous tip, sending too many emails, keeping non-existent or deactivated email addresses on your list can lead your domain to the so-called blacklist of providers. Therefore, periodically clean the contacts, eliminating those that no longer exist and those that asked to be excluded from the mailing list.

Do not heat cold leads

A cold lead today can be a customer tomorrow. If at some point the potential consumer is interested in your product, but for some reason has not interacted with the emails, this does not mean that in the future it cannot become a conversion. Emails offering support and even asking how you can help are friendly and can warm up a lead.


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