Successful marketing campaigns don’t end with acquiring the contact information of a potential customer.

In fact, the real work begins after you’ve captured that lead. This is where lead nurturing comes in.

The goal of lead nurturing is to push the lead down the sales funnel towards becoming a paying customer. By using a variety of tactics and strategies, you can guide the potential client along the customer journey and increase the chances of them eventually converting.

That’s why we’ve put together some important tips on lead nurturing strategies. From personalised email campaigns to phone calls, a range of tactics can turn those leads into paying customers and maximise your ROI (return on investment).

What is lead nurturing?

Lead nurturing is about building and maintaining relationships with potential customers who have shown interest in your products or services but are not yet ready to purchase. You can establish trust and credibility by providing valuable information and resources that address their needs and pain points, keeping them interested in your brand.

Overall, lead nurturing is a critical component of any successful marketing strategy, as it allows businesses to maximise the value of their lead generation efforts and ultimately drive more revenue.

How to maximise ROI on new leads

Here are some tips on how to increase profits:

Segment your leads

Lead segmentation is a crucial part of effective lead nurturing. There are several ways to do it, such as dividing them based on their demographics, behaviour, interests or customer persona.

Analysing your leads’ behaviour, such as the pages they visit on your website or their engagement with your content, can assist you in identifying where they are in the buying process and create targeted messaging that nudges them towards purchasing.

Determining your leads’ passions by tracking their interaction with specific types of content or products allows you to provide more relevant content and recommendations that will likely resonate with them.

Finally, creating customer personas based on common characteristics and attributes of your target audience will aid your efforts to develop more focused and effective marketing strategies that cater to your prospects.


Following up on your leads is a critical aspect of lead nurturing. It involves direct communication with the consumer via phone or email to build a relationship, understand their needs and offer solutions that fit their requirements.

A CRM system is valuable in managing your lead follow-up process. It helps you organise your leads, schedule follow-up calls or emails, and keep track of your interactions. By using a CRM system, you can also make notes about your conversations with the leads, which will help you tailor your messaging and offers.

Time is of the essence when acquiring new leads; the sooner you contact them after they’ve submitted their details, the better. A prompt response shows that you value their interest and are committed to providing excellent customer service.

This strategy also provides an opportunity to upsell or cross-sell additional products or services, even if they’ve already converted. Maintaining regular contact with your customers keeps them engaged and informed about upcoming offerings, promotions and other relevant information.

Create email marketing campaigns

Email marketing is an effective way to build relationships with potential customers. You can keep your business top of mind by providing value through informative and engaging content, personalising your messaging and encouraging action.

Email marketing lets you share content that educates and informs your leads about your products or services, establishing yourself as an authority in your industry and building trust.

Remember when we discussed segmentation? The moment you divide your email list into segments based on your leads’ interests, behaviours or demographics, you tailor your messaging to their preferences, making them feel seen and understood.

Email automation is a powerful tool that allows you to create a series of targeted emails that are sent automatically to leads at specific intervals. For example, you could set up a welcome series for new leads or a re-engagement campaign for inactive ones. This helps you nurture at scale without requiring significant time or resources.

Encouraging action is also an essential aspect. Use calls-to-action to encourage readers to sign up for a free trial or schedule a demo.

Use remarketing tools

Remarketing, also known as retargeting, is a powerful way to nurture leads. It involves showing them targeted ads across different channels, such as social media or other websites.

For example, you can create a remarketing campaign targeting users who have visited your website but did not purchase or fill out a lead form. By showing ads relevant to their interests, you reinforce the value of your product or service and encourage them to take the next step.

Alternatively, you could create a campaign targeting users who abandoned their shopping carts, showing them ads offering discounts or free shipping.

Another benefit is that it allows you to track the effectiveness of your advertising campaigns more accurately. Through tracking pixels or other similar technologies, you can see which users have seen your ads, clicked on them or converted, and adjust your campaigns accordingly. It allows you to optimise your ad spend and improve the ROI of your efforts.

Lead nurturing never stops

In conclusion, lead nurturing is vital to any successful marketing campaign. By segmenting your leads, personalising your communication, following up via phone and email, and remarketing, you maximise your ROI and move leads closer to becoming paying customers.

However, lead nurturing is a never-ending process. You must analyse and evaluate your lead data regularly. It’s the only you to identify areas of improvement, fine-tune your campaigns and increase conversion rates.

Activate Digital can develop a strategic approach to lead nurturing and help you continuously evaluate your marketing efforts. Let us help you unlock your leads’ full potential. Contact us today to learn how we can take your marketing efforts to the next level.