One of the essential roles of marketing is to support the sales team, often with the primary goal of generating leads. While acquiring leads is important, identifying which contacts are qualified prospects and establishing a dialogue with them is equally valuable. That’s where lead nurturing comes in.

First, let's define lead nurturing. A simple definition suggests: Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s time and follow-up.

Successful lead nurturing helps build a relationship between the company and the prospect, moving qualified leads further down the sales funnel.

Here are three key elements of effective Lead Nurturing:

  • Tools - The right CRM and marketing platforms in place.
  • Content - Applicable, relevant, sharable information and assets.
  • Contact Strategy - How, when and what to communicate with prospects.

Of course, it is critical that you jointly establish the definition of a sales-ready lead with the sales team. Developing a lead nurturing strategy does not need to be a daunting task. A simple approach is best, one that is focused and meaningful to your prospects and customers.