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The best lead nurturing strategies and how to work them with HubSpot

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The best lead nurturing strategies and how to work them with HubSpot

Have you ever wondered if it is possible to generate more sales using email Kenya Phone Number List? Lead nurturing is a digital marketing strategy that helps us achieve better results with our list of potential clients. In fact, when a company focuses on a lead nurturing strategy, it gets 50% more sales at a cost of 33% less. Therefore, your ROI will be much higher if you work on this type of strategy. Sounds good right?

Although the data is very positive, you have to know how to carry out this strategy and rely on automation tools that can help you grow, such as HubSpot. In case you don’t know it, HubSpot is a star tool that will accompany you in your inbound marketing strategy from start to finish helping you, among many other things, to generate more sales and opportunities through email marketing. Do you want to know how?

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list_altIndex of contents
Lead nurturing as a strategy
Why you should use a lead nurturing strategy
Key pieces to create a lead nurturing campaign
Better lead nurturing strategies with HubSpot
How to set up workflow in HubSpot
Lead nurturing as a strategy
Lead nurturing is one of the bases of inbound marketing that consists of an intelligent email automation that allows us to pursue our objectives and convert contacts into loyal customers. And it is that the objective, although, a priori, is the sale, it does not end there, since it will be necessary to generate a lasting relationship between client and company so that, once the final transaction is carried out, they continue to have us as a reference.

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What is lead nurturing?
Literally, lead nurturing means “contact feeding.” So the lead nurturing technique consists of sending a series of emails progressively to a group of users with some characteristic in common. This common element could be, for example, being at the same point in the sales process or having downloaded the same content.

What is lead nurturing for?
With lead nurturing we seek to work on a key phase of the sales process to guide our strategy in the education or maturation of business opportunities , which are those that constitute these leads (contacts) and, in this way, meet our objectives.

What we will do is offer them the content that may most interest or convince the lead at all times: quality content, testimonials, personalized incentives, relevant offers, etc.

Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
Lead nurturing applications
So, when you think about implementing a lead nurturing strategy with the contacts in your database, the type of lead nurturing campaign can vary depending on the purpose you are pursuing. You can seek to generate a purchase by the user, which is the case that we will discuss here, but it is not the only one. You can also carry out a branding, loyalty strategy (to get old customers back), etc.

In turn, you can use this technique to send brand presentation shipments, educational shipments (in which you position your company as an expert in its field of activity) or post-sale shipments through which you thank the purchase, encourage a new one. (through a coupon, for example) or you build customer loyalty by providing recommendations for the use of your product.

Why you should use a lead nurturing strategy
The use of this Forex Email List automation system has important advantages, especially since it is a non-invasive method whose main objective is to accompany the user throughout the purchase process . With a good lead nurturing strategy:

We offer the lead the information that interests him at all times, giving him a timely periodic follow-up and generating engagement.
We educate the consumer. The idea is to nurture the interest of the lead, since after the initial interest we continue contact thanks to the messages and we create stable relationships with customers. In this way, you prevent customers from getting cold and losing interest or forgetting about you.
We increase sales: leads move faster through the sales funnel.
We do branding and achieve greater brand awareness: by establishing a relationship, we generate trust and, over time, the client considers us as a benchmark brand.
The rest of the online marketing actions can be more effective: other complementary actions, such as social media management, should not be neglected.
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Key pieces to create a lead nurturing campaign
To begin, keep in mind that a sales process ranges from the moment we generate the first contact with the user (for example, the user lands on our website and leaves their data in a form) to the commercial transaction and beyond. (after-sales service). During this process, our job will consist of nurturing that user by sending the messages most related to their needs at the right time.


Source: HubSpot

To know how to create a lead nurturing campaign, you have to start with a series of knowledge. That is why we want to explain the most fundamental points on which you should focus.

1. Definition of the buyer persona
It is important to identify and segment the different types of user profiles so that, at the same time, we can define the pains points of each phase of the buyer’s journey . With the buyer persona we identify the concerns, interests and pains that the ideal potential client related to our brand may have. Only in this way can we offer the most appropriate content at all times.

Remember that the buyer persona is the archetype of the ideal customer of a service or product. Its different phases are:

Awareness, which is the moment when you realize a need.
Consideration, in which you investigate your different options (including your product or service).
Decision, in which it lands on your site with a clear intention.
To define your buyer persona there are different techniques for capturing information, such as forms, interviews, web analytics, through the experience of your sales team, etc.

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2. Segment the campaigns by themes and phases of the purchase cycle
Once we have well defined the buyer persona and we have collected enough information, it is time to segment the campaigns that can best adapt to each of them. Above all, we must take into account what phase of the purchase cycle they are in to send the message that arouses their interest more and more.

3. Creativity and personalization
According to an Accenture study , 37% of consumers choose to buy the products of some brands over others because “each interaction is relevant, timely and personalized.”

Once we have obtained a lead and, therefore, have your basic personal data, we can offer, in addition to valuable content, personalized content that responds to your needs. There are many ways to personalize this content: for example, when the user downloads content or shows a high level of participation.

Ideally, the first communication we have with the lead is to send a content that catches their attention, for example, a welcome email in which we offer content of interest and related to the subject of previously downloaded content.

However, it all depends on the type of leads we have and their behavior. For this, it is necessary to apply the scoring beforehand and find out where the potential customer is. One way to get interested in our products and services is to inform you of the benefits and give you a differentiation.

In the event that the user is closer to the sale, we will have more information about him and, therefore, we can offer personalized promotions for the purchase of certain products or services. An example is to send you a temporary offer in which we offer you a discount voucher for enrollment in the digital marketing master.

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4. Use the lead scoring methodology
For the progressive sending of adapted and personalized emails we will have to identify in which phase of the purchase cycle each of the users is and what is their level of predisposition to purchase according to the actions and interactions carried out on their part. This part of the strategy is a lead scoring process in which we will take into account certain factors to qualify the lead. And it is that lead nurturing cannot be understood without using lead scoring and vice versa.


Our recommendation is to create a scoring system through an ordered database before starting a lead nurturing action , so that the results are much more optimized. How? We can follow as criteria the phases of the conversion funnel (BOFU, MODU and TOFU), the engagement generated and the degree of knowledge of the company and affinity.

5. Align the strategies of the marketing and sales departments
It is proven that when we work as a team the results are better. So it is highly recommended to align the sales and marketing team for lead generation.

The information that both departments have can be complemented and passed from one team to another (for example, to identify the exact points of the customer journey). To do this, we can create a service level agreement (SLA), in which sales and marketing describe their common responsibilities and goals.

Better lead nurturing strategies with HubSpot
Imagine you work for a business school and you use HubSpot as a marketing tool. HubSpot has a very complete lead nurturing system that you can take full advantage of. Below I explain how you can take advantage of it to apply the lead nurturing technique.

Landing page optimization
As you know, the first thing you should do is create a landing page (or landing page), which you can also design directly in HubSpot.

To generate quality landing pages we will have to include the following elements:

Simple design that adapts to your corporate identity.
Attractive headline that grabs attention right out of the box.
Content that highlights the benefits more than the characteristics of the product or service in question.
Use a visual hierarchy to guide the user in the order in which they should read the different elements: if you generate distraction, the user will hardly finish the conversion.
Back up your credibility with testimonials from satisfied customers.
Multimedia elements: effective image or video.
Clearly highlight the call to action. Thus, once users visit this landing, they can download a marketing guide after leaving their email in a web form.
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Create smart forms for lead nurturing
As inbound marketing is characterized by being a non-invasive methodology, it is not necessary to scare the user by demanding a lot of data so that he can get what he wants (the download of the ebook). If we overwhelm him with many questions, we will not achieve the desired conversion. To do this, one option is to create Smart forms, which we will introduce on the landing page.

Smart forms or smart forms are those that allow us to collect data progressively and intelligently until completing a profile that serves us for the lead nurturing strategy. The usual thing is to ask the user for their name and email address.

As it is an improved tool, we will be able to get the missing data without having to ask the user for it in the same form.

In this way, with the first registration made by the user, this is captured in the database and we introduce a cookie in their browser. Thus, the next time the user fills in a form on our website, the system will automatically recognize him and we may ask for another type of data.

For example: the first time the user enters to download the “Digital Marketing Guide” you will be able to ask for their name, email and if it is for their personal use, for their marketing agency or for their business. On the second occasion, if the user wants to download the academic program of the digital marketing master and previously indicated that he wanted the guide for his business, you can ask him to indicate the name of his business or his website.

As we know, the higher the value of the content we offer you, the more data we can request.

Capturing potential customers
The most important thing is that the users who land on our website are qualified users, that is, they can be related to our buyer persona. To do this, it is necessary to study what may be the best strategies for attracting potential customers.

There are many ways to do this:

Through a Social Media strategy, through Facebook, Instagram, LinkedIn or YouTube.
Through Google Ads and SEO, combining paid and organic positioning to attract customers through a keyword strategy.
Through content marketing, you provide relevant material to engage the customer (and it doesn’t have to be in the same format).
Through dynamic website content.
Through collaboration with brand ambassadors and / or influencers who direct traffic to our site.
With a combination of all of them through a well-orchestrated inbound marketing methodology.
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Workflow development
If we already have all the previous elements well developed, an infallible tactic is to configure workflows (or chain of emails). These emails are the ones that all those users who have downloaded this specific marketing guide will receive, in order to maximize the chances that they will end up enrolling in your master’s degree in digital marketing. To set up this process, you must make two important decisions:

Decide the number of messages that will make up your email chain and the content that each one will have.
Decide how often to send and what to do based on the reaction to each of the messages.

Strategy for the sequence of emails
To configure the workflow we suggest you do the following:

How many messages will your email chain make up and what content will each one have? Take advantage of these opportunities to highlight the competitive advantages of both the school and the specific program or master’s degree. Also, do not forget to inform the user of everything they need to know to make the purchase decision. In this case, we raise a chain with the following messages. Take a good look at the example:
First message: with testimonies from former students and teachers.
Second message: composed of information on the benefits that the master will have on the student’s employability.
Third message: about scholarships and funding.
Fourth message: used to convey to the user a summary of the curriculum of some outstanding teachers.
Fifth message: with the methodology used by the program.
Sixth message: that closes the chain with the networking possibilities offered by the school.
Once the messages are defined, you will have to decide their sending frequency. In this case we could establish it one email a day for 6 days. However, the frequency will also depend on the strategy of the interaction with our database and the type of business, since all strategies do not work the same for all companies. For example, if we see that we send one email a day and, suddenly, we have a lot of casualties, this frequency is probably not a good idea and we have to space out the shipments more.
How to set up workflow in HubSpot
Now that you’ve designed your strategy and created your posts in HubSpot, it’s time to configure the workflow to run automatically every time a new person downloads the guide. You will do it in two easy steps. 1. Creation of the list: the first thing you should do is create a list in which all the contacts who download the content on which you base the campaign will be automatically included . In this case, it will be your marketing guide. In this way, you have easy access to the number of people who have shown interest in your content. To do so, follow these instructions:

In the menu, go to the “Contacts”> “Lists” section.
Create a new list and give it a name: “Marketing guide contacts”.

Select the “smart” list type, as the list will progressively fill in as users leave their data to download the guide.
Next, select the condition that contacts must meet to enter this list. In this case, having completed the landing page form in which you offer the content.
2. Chain configuration: once you have the list created, your next step is to configure the lead nurturing chain. To do this, follow these instructions:
In the “Automation” menu, select the “Workflows” option .

Create a new workflow and give it a name: “Digital Marketing Master Guide”.
The criteria to receive the workflow emails will be to belong to the list you created before: “Marketing guide contacts”.
Configure the lead nurturing chain that you have designed. That is, add the messages in order and set the time that will elapse between the sending of one and the other.
3. Review : we recommend that, before activating a workflow, you can do a test to check that everything works correctly.

With this you already have your automatic message chain configured. Have you seen how simple it is? If you think about them and write them in an attractive way, you can convince many of your users to try your product. Do you dare to try it?

If you know of other ways to implement a lead nurturing strategy or just want to comment on the topic of today’s post, feel free to share it in the comments section!

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