Lead Nurturing
Term from the CRM Lexicon
Definition
Lead Nurturing describes the strategic process in which potential customers (leads) are systematically guided and developed through targeted and personalized communication – until they are ready to make a purchase decision.
It's not about immediate sales, but about building a trusting relationship through relevant content, information, and interactions – tailored to the respective phase in the buying process.
Goals
The main goal is to qualify leads, increase their readiness to buy, and convert them into a sales opportunity at the right time. Further goals include:
- Build trust: Continuous communication creates a stable relationship.
- Identify and specify needs: Leads receive information that helps them understand their needs.
- Increase sales efficiency: Only qualified leads are handed over to sales – saving time and resources.
- Increase conversion rate: Targeted communication increases the likelihood of a successful close.
Characteristics
| Personalized Communication | Content and messages are individually tailored to the lead – e.g., through segmentation and lead scoring. | |
| Automated Processes | CRM systems like Dynamics 365 enable automated email campaigns, trigger-based actions, and process flows. | |
| Multi-stage Process | Leads go through various phases – from initial contact to sales opportunity. Each phase requires specific content and measures. | |
| Integration of Marketing and Sales | Lead Nurturing connects both areas: Marketing prepares, Sales takes over when there is concrete interest. | |
| Measurability and Optimization | Through analysis tools (e.g., Power BI, Forms Pro), campaigns can be evaluated and continuously improved. |
Lead Nurturing is more than just follow-up – it is a structured, data-driven process for relationship development with potential customers. It helps you turn contacts into genuine prospects and specifically support sales.