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Pouring into a leaky bucket

As a business owner, you love to see a continuous, automatic flow of new leads. Potential customers with an intent to actually buy your products and preferably return for more.

Nowadays, our social media feeds are flooded with unrealistic promises on instant lead generation. "Get 100 leads in 24 hours!" or "Triple your leads with this one trick!" These flashy propositions often lead to disappointed business owners and many fast unsubscribes.

But, what is more important: they miss a crucial point.

Generating leads without grasping and nurturing them afterwards is like filling a leaky bucket. These leads will slip through your fingers before converting them into actual customers. You already know this, right?

Moreover, building strong business relationships requires the same patience and attention as dating in real life. People that are initially attracted to your brand need time to get to know what you stand for, understand your value, ask around, and feel confident in their decision to buy from you.

And that is where lead nurturing comes in to turn generated leads into sustainable business growth.

While lead generation gets you contact details of potential customers, lead nurturing efforts help you warm those contacts towards hot leads and eventually customers. It's about sharing valuable insights, demonstrating expertise, and genuinely helping prospects to make informed decisions.

Basically keeping the conversation going between the potential clients and you and providing them with the appropriate content to convince them step by step.

Lead nurturing content types

Each lead is to be nurtured according to their interests and lifecycle stage.

Here's some typical lead nurturing content per stage:

From cold to lukewarm: educate by showing your expertise

  • Industry trends and insights
  • Useful actionable tips
  • Main brand value proposition

Formats: Articles, infographics, stats, free downloads, trend reports

From lukewarm to warm: build trust by showing specific value

  • General case studies
  • How-to content on specific topics

Formats: Text, deep dive webinars, comparison guides

From warm to hot: step up the personal connection:

  • Customer testimonials
  • Assessment tools
  • Product demos or free trials
  • Personalized messages addressing their specific challenges

Formats: Text, short videos, short surveys, lead formats

From Hot to Converted: remove obstacles and create urgency

  • Personalized proposals addressing their specific needs
  • Limited-time offers or exclusive promo deals
  • Direct consultation calls

Formats: Text, calls, sales page


Smooth process

Lead nurturing is based on the behavior of your potential client, such as reading an e-mail, visiting a web page, downloading a guide or filling out a form.

Successful lead nurturing is providing content at the right time and with relevant messaging.

Marketing automation was already a big accelerator in the follow-up of your leads.

And now, with the AI enhancement, embedded in every respectable e-mail marketing tool today, you are truly able to get your lead nurturing utmost efficient.

These AI features help you to

  • Optimize content to personalized messaging
  • Validate email addresses
  • Optimize send time
  • Analyze customer feedback and suggest a next response
  • Manage your inbox
  • Provide predictive reporting


So, one advice: get to work and plug the leaks in your lead process!