{"id":40610,"date":"2020-08-01T00:00:00","date_gmt":"2020-08-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/business-phone-service-for-lead-nurturing\/"},"modified":"2025-04-02T00:57:05","modified_gmt":"2025-04-02T07:57:05","slug":"lead-nurturing","status":"publish","type":"post","link":"\/us\/en\/blog\/lead-nurturing\/","title":{"rendered":"Lead nurturing:\u00a0A detailed, step-by-step guide for small businesses"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you work in a business\u2014especially a business that sells to other businesses\u2014then you might\u2019ve heard of the term \u201clead nurturing.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more complex your product or service, and the more expensive it is, the more important lead nurturing tends to be. So, in this post, we\u2019re going to show you how to become an expert at lead nurturing. We\u2019ll look at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#what\"><span style=\"font-weight: 400;\">What exactly lead nurturing is and why it\u2019s important<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#how\"><span style=\"font-weight: 400;\">How to build a lead nurturing strategy in 6 steps<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#four\"><span style=\"font-weight: 400;\">4 lead nurturing best practices<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">First, let\u2019s look at what lead nurturing is.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"what\"><\/a><br \/>\nWhat is lead nurturing?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Lead nurturing is the process by which a business builds (or \u201cnurtures\u201d) a relationship with a potential customer, with the goal of ultimately making the sale. It takes a long-term view of the <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-process\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">sales process<\/span><\/a><span style=\"font-weight: 400;\">, with the understanding that not every potential customer is ready to buy right at this moment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re nurturing a lead, you\u2019re essentially nurturing that relationship, whether that\u2019s by sharing educational videos with them, or engaging them with a discount or free trial, or even sending them regular updates about new products to build excitement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal?<\/span><span style=\"font-weight: 400;\"> To get the lead to \u201cdisplay\u201d (also referred to as \u201craising their hand\u201d), which basically means that they\u2019re showing us that they\u2019re ready to talk to someone from Sales.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Why is lead nurturing important?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Lead nurturing is important because not everyone is ready to become a customer right <\/span><i><span style=\"font-weight: 400;\">now.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">As we mentioned earlier, the more expensive your product or service, (usually) the more time your lead will need to shop around and do research before deciding which luxury SUV, or which <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/cold-calling-software\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">fancy cold calling software<\/span><\/a><span style=\"font-weight: 400;\">, or which marketing agency they\u2019re going to choose.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, according to Marketo, about<\/span><i><span style=\"font-weight: 400;\"> 96% of visitors<\/span><\/i><span style=\"font-weight: 400;\"> who come to your website actually aren\u2019t ready to buy yet.<\/span><sup><span style=\"font-weight: 400;\">1<\/span><\/sup><span style=\"font-weight: 400;\"> That\u2019s huge, because that says that the vast majority of people coming to you need to be convinced that <\/span><i><span style=\"font-weight: 400;\">you\u2019re <\/span><\/i><span style=\"font-weight: 400;\">the right choice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you do that?<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"how\"><\/a><br \/>\nHow to build a lead nurturing strategy in 6 steps<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Step 1. Know what a good lead actually looks like<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is an often-overlooked step. Some businesses might think that the more leads you bring in, the better. Right?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, not exactly. To be successful at nurturing leads, you first need <\/span><i><span style=\"font-weight: 400;\">high-quality<\/span><\/i><span style=\"font-weight: 400;\"> leads who are a good fit for the product or service you&#8217;re selling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Know your ideal customer or user <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">persona<\/span><\/a><span style=\"font-weight: 400;\">. If your best customers are stay-at-home dads who cook but your Instagram ad campaign\u2019s aesthetic appeals more to hip college students, then you\u2019re probably going to have a tough time nurturing the leads or signups you get from the campaign because they were a bad fit to begin with.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 2. Have a way to score your leads<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Say you\u2019ve successfully gotten a big group of leads who have signed up for your email newsletter from your Instagram ad campaign. These are all people who could potentially become customers\u2014the only thing is, some of them might still be in early stages of the customer <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-journeys\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">journey<\/span><\/a><span style=\"font-weight: 400;\">, while others just need a little extra nudge over the finish line to take out their credit cards.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Learn about customer journey maps and download a <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-journey-map-templates\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">template<\/span><\/a><span style=\"font-weight: 400;\"> to help you visualize your customers\u2019 journeys.<\/span><\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">You\u2019ll probably need to nurture these two groups of leads in different ways, right?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, the leads who are close to buying might just need a small discount offer, while the leads who are still in the early stages of the buying process might need more work. Maybe you could send them some YouTube videos that show how easy your product is to use, or maybe you could send them some awesome case studies that show off how successful your past clients were thanks to your consulting services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This also shows why Step 1 is so important: depending on your company and industry, you\u2019ll score your leads in different ways. For example, here\u2019s how a real estate agent might score their leads:<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">\ud83d\udce7 Signed up for email newsletter<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+10 points<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">\ud83d\udc40 Opened 80%+ of emails in the last month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+10 points<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">\ud83d\udd8a\ufe0f\u00a0 Filled out contact sheet while browsing at an open house\u00a0<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+40 points<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">\ud83d\udc4b Filled out a contact form on website<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+50 points<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">\u23f3 Gave a buying timeline of \u201cnext three months\u201d<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+40 points<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">\u2705 Indicated that they\u2019ve got a preapproval<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+30 points<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">It\u2019s important to note that the point of lead scoring is not just to gauge engagement, but also to set a trigger for the lead to be passed to your sales team once they hit the score threshold. For example, once they hit 50 points, you might consider them a \u201cmarketing qualified lead\u201d (or MQL), which means they can be passed on to a salesperson. (You don\u2019t want to just send cold leads to Sales!)<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Be careful how you score leads for nurturing later\u2014not every single interaction is worthy of a score. For example, some businesses might give leads additional points in their score for liking or commenting on a Facebook post. But does interacting with a social media post really indicate buying intent? That\u2019s your call\u2026 (But most of the time, we\u2019d say that\u2019s a solid no.)<\/p>\n<\/div>\n<h3><span style=\"font-weight: 400;\">Step 3. Use the right lead nurturing software<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Depending on how fancy your technology is, you can get super granular with lead nurturing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, some businesses have websites that can track how a lead got to your website (was it from Google\u2019s search results? Or did they enter your URL directly\u2014which would suggest that they\u2019re already familiar with your company?), and even how long someone spends on a particular page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">(If someone spent a long time browsing your case studies pages, that might indicate that they have a high level of interest in your product).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, if we\u2019re talking about lead nurturing software, the most important tool to have is probably a MAP (marketing automation platform).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">MAPs are pretty much crucial because they store important information about your leads\u2014and I don\u2019t just mean stuff like addresses and phone numbers. Yes, those are important, but the real juicy data is related to those leads\u2019 buying decisions and relationship with your business so far.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few examples of things you should know about your leads (and that should be logged in your MAP):<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have they interacted with you in the past? What web pages have they visited?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">When was the last time they interacted with you? (Over the phone, email, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have they shown interest in specific products?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have they visited the pricing page before or asked about pricing?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have they disclosed their current provider or competitors they\u2019re also evaluating?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Based on your outreach, what kind of content have they been most responsive to?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you can find out this kind of information, it\u2019ll help make your outreach efforts more effective, whether your lead nurturing tactic is a series of automated emails or a regular follow-up phone call.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you\u2019re using HubSpot as your lead nurturing software. You can <\/span><a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-engage-voice-for-hubspot-browser-extension\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">integrate it with your phone service, for example like RingCentral<\/span><\/a><span style=\"font-weight: 400;\">, so that it automatically logs all your phone calls and other conversations, with prospects right in their profile:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43291\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/HubSpot-RingCentral-integration-1024x642.png\" alt=\"HubSpot RingCentral integration\" width=\"1024\" height=\"642\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If your business is client-based, or just relies heavily on phone calls to communicate with your leads, then you should really look into a <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/find-best-phone-service-for-small-business\/\"><span style=\"font-weight: 400;\">phone service<\/span><\/a><span style=\"font-weight: 400;\"> that integrates with MAPs and CRMs like HubSpot and <\/span><a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-salesforce\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Salesforce<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These integrations often have features that can save you a lot of time, like letting you click-to-dial to make phone calls from right inside the platform:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43325\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/blog-integrations.png\" alt=\"salesforce ringcentral integration\" width=\"780\" height=\"470\" \/><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>After each call, don\u2019t forget to log the details and any additional notes or follow-ups. Not only does this help you keep all the updates about a specific lead in one place, it also makes it easier for your teammates to pick up on conversations with leads if you\u2019re ever sick or on vacation.<\/p>\n<\/div>\n<h3><span style=\"font-weight: 400;\">Step 4. Approach lead nurturing as a team<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another major aspect of lead nurturing beyond just communicating with leads is communicating and collaborating effectively within your own team and business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most successful examples of lead nurturing are a result of close collaboration between the marketing and sales team. Why? Because both teams could potentially be nurturing leads\u2014the marketing team by creating nurture marketing content like blog posts and videos, and the sales team through phone calls and email communication with the leads themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From choosing a lead scoring system to deciding how to nurture the leads, there are a ton of opportunities for <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/cross-functional-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">cross-functional team collaboration<\/span><\/a><span style=\"font-weight: 400;\">. How can you make that process easier?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In most cases, all you need is a good <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">communication platform<\/span><\/a><span style=\"font-weight: 400;\">. Beyond just emailing each other, ideally teammates should be able to chat with each other and get answers quickly. That could be through group chats, video conference calls, or even phone calls. Often, it\u2019ll be a mix of all of them. (Let\u2019s face it, an email isn\u2019t the best way to reach out.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If that sounds like a lot of communication <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">channels<\/span><\/a><span style=\"font-weight: 400;\">\u2014and a lot of windows and apps to manage, well, good news is that\u2019s not always the case. There are tools out there that can consolidate these different communication options. Like the RingCentral app, for instance, which gives you team messaging, video conferencing, and a phone service in one place:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"RingCentral app for Desktop: Message. Video. Phone.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EbIAZJd9rCU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You can even share files\u2026<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43590\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/file-sharing-integrations-with-dropbox-and-box.gif\" alt=\"file sharing in RingCentral's cloud collaboration solution\" width=\"800\" height=\"699\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Do screen sharing\u2026<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43675\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/06\/screen-share-1024x658.png\" alt=\"screen sharing in RingCentral Video\" width=\"1024\" height=\"658\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And create and assign tasks to teammates\u2014say, to follow up with a lead:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-42881\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/RingCentral-Task-Management-1024x696.png\" alt=\"task management in RingCentral's cloud collaboration solution\" width=\"1024\" height=\"696\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Step 5. Have your marketing \/ sales process mapped out<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In order to create lead nurturing content that\u2019s successful, you need clear goals for everything you\u2019re creating.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some content may not have to close the deal\u2014they just need to get the lead interested enough to check out your pricing plans or different product options.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other content may be meant for a prospect who\u2019s <\/span><i><span style=\"font-weight: 400;\">really<\/span><\/i><span style=\"font-weight: 400;\"> close to buying; they\u2019re just stuck deciding between you and your biggest competitor.<\/span><\/p>\n<hr \/>\n<p>Want to find more ways to boost your sales performance? Grab this free eBook on building an effective outbound strategy:<\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/documents\/outbound_playbook.pdf\" data-id=\"69d7b794263cc\" id=\"69d7b794263cc\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d7b794263cc.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\ude80  Hit those sales goals<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udcf1 Get your team pitching, prospecting\u2014and closing\u2014with this free outbound sales playbook. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d7b794263cc.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> \ud83c\udf89 Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">For example, in the sales process example below, you might want to create content for the discovery call stage to introduce your leads to the different things your product does and educate them about the pros and cons of different options.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, you can use a CRM like <\/span><a href=\"https:\/\/www.ringcentral.com\/apps\/nocrmio\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">NoCRM, which integrates with communication platforms or phone systems like RingCentral<\/span><\/a><span style=\"font-weight: 400;\"> to map out your calls and conversations with leads as they move through the buyer journey:<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/apps\/nocrmio\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-large wp-image-43850\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/nocrmio-ringcentral-1024x640.png\" alt=\"nocrmio ringcentral integration\" width=\"1024\" height=\"640\" \/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Step 6. Create lead nurturing content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To do the actual nurturing, you need something to share with them. This is really where you need to use your imagination\u2014or know exactly what kind of information or content would nudge your leads toward a buying decision.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re probably actually familiar with many different types of lead nurturing content. You might have received a phone call from a cell phone provider that wanted to chat with you about their plans and how they could save you money. You might\u2019ve received an eBook in your email.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are different ways of doing this, but one common way is to create content that\u2019s specifically targeted to a stage in the customer journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some examples:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Early in the buyer journey<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Leads tend to need more education and high-level information. They may not be familiar with your brand, and may not even be fully convinced that they have a problem that you can help with. It\u2019s generally not the time to be overly sales-y or pushy just yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Common types of lead nurturing content in this stage include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">SEO content (which often looks like blog posts that are written to target certain search terms in Google)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Videos showing a hands-on look at your products<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social media content that introduces your brand and products in a fun way<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Midway through the buyer journey<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Your leads are evaluating their options and weighing you against your competitors and other alternatives. Here, you can speak to your product a bit more and show your audience how you can solve their problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Common types of lead nurturing content in this stage include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Customer <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/writing-a-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">case studies<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">eBooks<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">White papers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Webinars<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Near the end of the buyer journey<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Your leads are close to making a decision\u2014and hopefully becoming your customers!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Common types of lead nurturing content in this stage include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">SEO content that targets buying-intent-related keywords (like \u201cbest DSLR camera under $1,000\u201d)\u2014these are very useful for driving your prospects to content that helps them take the last step and make the purchase<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Free trial sign-up pages<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Live demos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Testimonials<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">FAQ pages<\/span><\/li>\n<\/ul>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Learn about customer retention<\/span><\/a><span style=\"font-weight: 400;\">\u2014and how to use your existing happy customers to get you more leads.<\/span><\/p>\n<\/div>\n<h2><span style=\"font-weight: 400;\"><a id=\"four\"><\/a><br \/>\n4 lead nurturing best practices<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Even though every company\u2019s lead nurture strategy might look different, there are certain best practices that can act as guidelines and give you a good idea of what your baseline tactics could be.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some lead nurturing best practices that are good general rules to follow:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Reach out more than once<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When you\u2019re nurturing your leads, you\u2019ll almost always need to contact them multiple times.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, think of nurturing a lead like nurturing a relationship. It takes time\u2014and multiple conversations\u2014to build that trust, especially in a business relationship where there\u2019s money at stake.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, your leads are busy. They may not pick up your call every time or have enough time to have as extensive of a conversation as you were hoping for. Give yourself at least a few chances to reach out and follow up.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Have a variety of different types of lead nurturing content ready<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your leads could be in any stage of the buyer journey. Which means you should have different types of content ready to share with them depending on which stage they\u2019re in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You might\u2019ve written an awesome case study, but that\u2019s probably more persuasive for a lead who\u2019s already done a lot of research about you and your competitors (compared to a lead who just found out about your brand today and doesn\u2019t know exactly what you sell yet).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, cover your bases where you can.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Have an automated email series ready to go for new leads who\u2019ve subscribed to your email newsletter.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Build a social media posting calendar that rotates between images of your new line of products, company news, or how your products are manufactured, for example.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember what we said about being persistent and reaching out more than once? That\u2019s important, but another important thing to remember is that your lead nurturing content shouldn\u2019t just live on one channel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your leads hang out in more than one place, both online and offline. From phone calls to emails to YouTube videos, your content strategy should span multiple channels for maximum coverage.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>While you do want to reach out more than once, you also want to pay attention to cues. If a prospect has been totally unresponsive to your outreach, you should take that as a cue that they may not be interested right now and you should likely stop reaching out as often. It can be a big turnoff for a company to overdo it.<\/p>\n<\/div>\n<h3><span style=\"font-weight: 400;\">3. Make sure your marketing and sales (and customer service and finance) teams are aligned<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Successfully nurtured leads often aren\u2019t the result of hard work by just the marketing team or sales team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For maximum impact with minimum effort, every department should be working together like a well-oiled machine. This way, everyone knows what a \u201cgood, high-quality\u201d lead looks like, and teams are more likely to figure out solutions quickly and less likely to blame each other if leads aren\u2019t converting well this month.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every team has a unique look into your company\u2019s leads and customers, from what features they ask about most, to what they tend to complain about. These insights are crucial to doing lead nurturing well and creating content that your leads actually want.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Personalize your calls and emails whenever you can<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes, it\u2019s more beneficial to you to just send out a mass email blast to your leads because it\u2019s such a big timesaver.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And other times, that\u2019s not the best move.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s face it, most people can spot an automated email from the first few seconds of reading it. And even though most people find it acceptable to get an automated welcome email after, say, signing up for a company\u2019s email newsletter, you might want to customize your messaging a little more if you\u2019re looking at a potential customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make each touch point feel personal, exclusive, and unique.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Lead nurture touchpoints\u2014a low personalization example:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Sending an email blast to your list of leads and customizing only the first name field of the email. There are email platforms and tools, like Autopilot HQ that let you do this pretty easily:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43851\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/autopilot-lead-email-customization.gif\" alt=\"autopilot lead email customization\" width=\"882\" height=\"500\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Lead nurture touchpoints\u2014a medium personalization example:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">An email or phone call nurture campaign using a call script that can be slightly adapted for each lead with a few customization fields. For example, 90 to 95% of the script could remain the same, but you\u2019d customize the message based on the lead\u2019s name, company name, and product or service that they\u2019d indicated interest in.<\/span><\/p>\n<p>Sounds a little cumbersome to do, but a good <a href=\"https:\/\/www.ringcentral.com\/outbound-contact-center.html\">outbound contact center solution<\/a> can make this easy for you by storing the scripts you want to use so that the whole team is using consistent messaging when reaching out to leads:<\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Digital Customer Engagement | RingCentral Engage Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PZC3o5YN90E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<h4><span style=\"font-weight: 400;\">Lead nurture touchpoints\u2014an high personalization example:<\/span><\/h4>\n<p>A follow-up phone or <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/video-call.html\">video call<\/a> that\u2019s fully tailored to each lead based on information they\u2019ve provided you in the past (either through past conversations, contact form submissions on your website, or social media messages), which you\u2019ve collected in your CRM.<\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example in <\/span><a href=\"https:\/\/www.ringcentral.com\/apps\/agile-crm-ringcentral\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Agile CRM, which integrates with phone systems like RingCentral<\/span><\/a><span style=\"font-weight: 400;\"> to let you make and receive calls with leads from your computer while showing you their profile details on the screen:<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/apps\/agile-crm-ringcentral\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-large wp-image-43852\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/agile-crm-RingCentral-integration-1-1024x562.png\" alt=\"agile crm RingCentral integration\" width=\"1024\" height=\"562\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Start building and customizing your lead nurturing strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Remember, your leads are all at different stages in the customer journey. Don\u2019t try to hit them all with the same message and expect it to be successful!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do a little digging and map out the rough stages that your leads fall under, and create a set of content and outreach campaigns for each one. It might take a little more time in the beginning, but it\u2019ll warm your leads up better\u2014and your sales reps will thank you later on.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><sup><span style=\"font-weight: 400;\">1<\/span><\/sup><span style=\"font-weight: 400;\">marketo.com\/ebooks\/website-and-seo-for-lead-generation<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you work in a business\u2014especially a business that sells to other businesses\u2014then you might\u2019ve heard of the term \u201clead nurturing.\u201d The more complex your product or service, and the more expensive it is, the more important lead nurturing tends to be. So, in this post, we\u2019re going to show you how to become an &#8230;<\/p>\n","protected":false},"author":1035,"featured_media":43853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[18805,254,380],"class_list":["post-40610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-lead-nurturing","tag-marketing","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Lead nurturing:\u00a0A detailed, step-by-step guide for small businesses | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn all about lead nurturing and how to build a lead nurturing strategy for a business\u2014even if you have limited resources and staff.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/lead-nurturing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead nurturing:\u00a0A detailed, step-by-step guide for small businesses\" \/>\n<meta property=\"og:description\" content=\"Learn all about lead nurturing and how to build a lead nurturing strategy for a business\u2014even if you have limited resources and staff.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/lead-nurturing\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-02T07:57:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/lead-nurturing-header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kirsten Castleberry\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kirsten Castleberry\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/lead-nurturing\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/lead-nurturing\/\"},\"author\":{\"name\":\"Kirsten Castleberry\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/f985658747ff7c86d2a9dc763051a07d\"},\"headline\":\"Lead nurturing:\u00a0A detailed, step-by-step guide for small businesses\",\"datePublished\":\"2020-08-01T00:00:00+00:00\",\"dateModified\":\"2025-04-02T07:57:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/lead-nurturing\/\"},\"wordCount\":3210,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/lead-nurturing\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/lead-nurturing-header.jpg\",\"keywords\":[\"lead nurturing\",\"marketing\",\"sales\"],\"articleSection\":[\"Business &amp; 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