Then, when those leads start to engage (and/or get qualified)...

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What is Lead Nurturing? (And Why Should You Care?)
Lead nurturing is about delivering value—and relevant content—that aligns with a prospect’s position in your sales funnel. It cultivates leads that aren’t yet ready to buy, and ‘pushes’ them through the sales cycle.
The right lead nurturing approach builds trust and creates that ‘wow, this company knows their stuff!’ factor to keep them engaged. To do that, you’ll need cooperation and coordination between your sales and marketing teams.

Both teams get involved with lead nurturing—in different ways—depending on timing and lead intent.

Marketing handles the low-intent leads—the ones who signed up for a newsletter—the cold-cold leads. These are the folks just entering the sales funnel—who may or may not be qualified—and display few signs of purchase intent, at least for the near future.

Why marketing? Marketing—especially email marketing—can scale. It can output generalized messaging that will pull leads down the funnel without draining time and resources.


Sales focuses on high-intent, near-term-purchase leads. The taiwan telegram data folks that downloaded a resource on "how to implement a CRM"—and you are a CRM. Or who started your 14-day free trial? Or, have been opening your nurturing emails for months and appear ready for the sales side.

Why sales? Sales doesn’t scale so well. You’ll need to get hyper-personalized and engage to get the quantity—and quality—of responses you want. So, leads should only reach sales nurturing when you think they’ll buy—and soon.

What happens if the lead doesn’t respond to sales? If it’s been several months, maybe they weren’t ready to buy. So? You send them back to marketing for some more TLC.

Pro tip: Make the marketing-to-sales-and-back handoff as seamless as possible, otherwise you’ll fumble the lead. A robust CRM (like Close) can help centralize data and keep your teams aligned.