Lead nurturing: transform your "cold" contacts with strategic content steps
You undoubtedly have a pool of untapped contacts: brochure downloads, trade shows, various prospects or former customers. At Digitalised, we know how to maintain an intelligent link with your « cold » contacts by delivering the most effective messages at the right time, until they subscribe to your product or service. It’s called lead nurturing
Your contacts :
The starting point for your growth
Themes
conversational
Show the value of your company to create 1 expert link
Nurture contacts with contextual or targeted content
Encourage contacts to interact with your brand by creating a sense of urgency
Continue to nurture the relationship with instructive and service-oriented content
Turn your customers into fans: they'll promote you and recommend you.

How to make a good
lead nurturing
Segmenting leads
Divide leads into groups according to their characteristics (industry, company size, interaction behavior, etc.) and their place in the buying journey. Then create score cards.
Personalize communication
Send e-mails or content tailored to the specific needs of each lead segment, taking into account their interests, past interactions with the brand, and level of maturity.
Automate campaigns
Set up automated e-mail sequences based on lead actions (for example, a lead downloads an ebook, then receives a follow-up e-mail with additional information), or on a behavioral basis. Do this gradually.
Delivering quality content
Regularly send out useful, relevant content that meets leads’ needs (blog articles, case studies, infographics, webinars, white papers, etc.). The content should correspond to the lead’s stage of the buying journey.
Use multi-channel
E-mails, social networks, SMS, chatbots… consider all possible channels to send your personalized sequences. It’s all about setting up affinity strategies to encourage adoption and listening.
Monitor, analyze, optimize
Analyze open rates, click-through rates, conversions and other key indicators to assess the effectiveness of lead nurturing campaigns. The strategy then needs to be adjusted, while cold leads need to be re-launched.
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