What’s the Best Way to Nurture Leads Not Ready to Buy?
Segment by readiness, deliver value-first content and product experiences, use trigger-based workflows, and measure stage progression—not opens.
The best nurture programs educate and advance buying readiness without forcing a sales conversation. In HubSpot, segment by Fit and Intent, enroll in topic-based tracks with clear next steps (subscribe, tool, template, light demo), and use behavioral triggers (score thresholds, pricing views, repeat visits) to escalate. Report success by stage progression (subscriber → MQL → SQL → opportunity) and meetings created, not email vanity metrics.
Nurture Plays That Work
Build a Lead Nurture System in HubSpot
Start with segments: combine Fit (ICP tier, industry, size, account list) and Intent (topic depth, key page views, form type). Create topic tracks that answer pains with articles, short videos, teardown emails, and product-led moments (templates, calculators, trials). Each message should propose one next step.
Use Workflows to enroll, branch by behavior, and set cadence (e.g., every 7–14 days). Add retargeting audiences from engaged visits (time on page, video %, pricing) and run complementary ads. When triggers hit—score crosses A/B, pricing page visited twice, competitive page viewed—create an owner task, Slack/email alert, and enroll in a light sales sequence with a “how can I help?” CTA. If interest cools, recycle to nurture automatically.
Prove impact using Campaigns and Attribution: monitor stage progression, meeting rate, SQL creation, and pipeline by track and segment. Iterate monthly—retire underperforming emails, promote assets that drive meetings, and refresh CTAs. Keep consent, frequency controls, and suppression tight to protect sender reputation and trust.
30-Day Nurture Sprint (HubSpot)
- Days 1–5: Define segments (ICP × topic intent). Set goals for progression and meetings.
- Days 6–10: Build two topic tracks (3–4 emails each) with a value-led CTA in every step.
- Days 11–20: Launch workflows with triggers (pricing views, score rise). Sync ads audiences. Add chat re-engagement.
- Days 21–30: Stand up dashboards; compare progression & meeting rate by track; tune cadence, CTAs, and suppression rules.
Frequently Asked Questions
Turn “Not Ready” Into Next Quarter’s Pipeline
We’ll design segments, tracks, triggers, ads audiences, and reporting in HubSpot—so your nurture builds trust and books more meetings over time.
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