04.03.2013

Marketing & Growth

Lead nurturing and marketing automation – what’s it all about?

3 min read

Bob

So you have reached the stage where you have a solid PR and marketing strategy in place, driving people to your website and collateral, and therefore have built a substantial community of individuals with a genuine interest in your business – now what?

They’re very unlikely to be ready to buy right now, so how do you keep them interested and engaged in your offering, without hassling them with sales calls within minutes of their first download?

Whilst tracking visitors on your site and celebrating the rising web traffic and content downloads is step one, you now need to consider how you are going to develop your relationships and nurture your leads. After all, what use is a name stored in a database unless it converts to a lead?

What is required is a longer term plan which continues to engage individuals that have shown a level of interest in your messaging and/or service offering, such that when they reach the stage of making a purchase, probably several months later, you are still visible and valued. How? Use the regular (but not too frequent) and personalised offer of further relevant, useful content to develop a dialogue and a long-lasting relationship with prospects. This is Lead Nurturing.

There are several ways in which you can manage the process of lead nurturing depending on company size and requirements. Whilst a simple spreadsheet which holds all the details for the prospects may seem appealing, the manual process of regularly checking when they were last contacted can be a laborious task. Paired with the difficulty of keeping track of an ever-increasing prospect list, it soon becomes apparent that a spreadsheet isn’t the most scalable process!

We recommend an automated process which contacts prospects at predetermined intervals over a certain period of time, with relevant information based on their previous interest in your website. One of a Marketing Automation software platform’s principle functions is to allow you to do just this – to set up the workflows, logic and triggers that enable you to schedule the relevant collateral to be sent to the right person at the right time. It will also provide the detailed reporting necessary to fine-tune your approach over time.

With an efficient, well-thought-out lead nurturing process that is supported by plenty of content of various types, and with a marketing automation software platform in place, you will be able to manage and nurture the leads that your other marketing activities have driven to you. In short, such an approach will enable you to get the very most out of your PR and marketing campaigns by using your content to maintain individuals’ interest.

Not using HubSpot yet?

Book a demo with our team today.

Latest Insights

Marketing & Growth

19 min read

Essential HubSpot workflows you should implement today (July 2024)

HubSpot workflows are the perfect way to automate professional processes. We unpack our favourite HubSpot workflows to showcase how useful they are.

Read more

Marketing & Growth

24 min read

Your guide to building multi-language websites in HubSpot

Explore how to create multilingual websites in HubSpot Content Hub, how best to use them, and best practices for maximising their impact.

Read more

Sales & CRM

91 min read

The true cost of HubSpot: Exploring HubSpot's Total Cost of Ownership

This guide takes a look at the total cost of ownership (TCO) of HubSpot as well as the TCO of Marketing Hub, Sales Hub, Service Hub and Content Hub.

Read more

Sales & CRM

20 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

21 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

17 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more