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Today’s buyers are more empowered than ever before

Contrary to the passive role played by the buyers of yesteryears, buyers today play an active role in the buying process completing 2/3rd of their buying journey before interacting with a sales prospect.

Lead nurturing enables you to create relationships with your prospects throughout their journey and helps you to build trust with them

It is important to realize that not every prospect of yours would be at the same stage of the buying process. Some of them would have just entered your funnel while there might be some who would be almost ready to buy.

Hence, it becomes imperative to break the whole buying journey into different parts and plan separate lead nurturing campaigns for each of them separately.

Here are 5 types of lead nurturing campaigns you need to consider to build a relationship with your prospects:

1. Welcome campaign

Welcome campaigns are used in scenarios when new prospects interact with your business for the first time either by downloading your content or by engaging with your online campaigns.

Since these prospects have just started to interact with your business, they should be treated differently than the ones that have been with you for weeks or months.

You should not welcome them by pitching what your company can do for them.

Instead, you should start by providing them with light educational content to build awareness and engagement with them. You can do that by sending them thought leadership articles or recent industry trends.

As the interaction with your content increases, you should introduce your prospects to your company, product, or service.

2. Re-engagement campaign

Re-engagement campaigns are used in scenarios when your leads have become inactive at some point during the sales process.

This enables you to maximize the number of opportunities from your existing leads. The goal here should be to re-engage with your leads until they become sales ready.

Since these leads have already interacted with your company, they need a much more personalized attention. Hence, your emails to these leads should seem personal and re-engaging.

You should try sending a new whitepaper, or a successful case study or a helpful blog post to these prospects to re-engage them and re-enter them in the conversion process.

3. Product-focused campaign

Product-focused campaigns are used in scenarios when your prospects have crossed the initial stage of the buying process and are now seeking product-focused content to identify which product can address their pain points.

Here, you should focus on your prospects’ pain points and how the key features and benefits of your product/service can enable you to address those pain points.

For this, you should use case studies, customer testimonials, data sheets, free trials, and long-form content like webinars, whitepapers, and eBooks.

4. Industry expertise campaign

As your prospects move closer to the decision stage, it becomes important to reinforce that your company is the right choice. At this stage, they are looking for trust factors to ensure that they are taking the right decision.

Hence, at this stage, you should send case studies, customer testimonials, industry reports, certifications etc. to your prospects to build trust and credibility with them.

5. Post-sale campaign

Once your prospect engages in a transaction with you, you have developed that sense of trust and credibility with him. However, you need to continuously engage with him to reinforce that credibility and find opportunities of cross-selling and up-selling.

For this, you should continuously send them helpful blog post, new research, company updates, thought leadership content etc.


As we have seen, lead nurturing helps you to build relationships with your prospects at all stages of their buying process.

The old batch and blast email model is in the distant past – you should look for ways to engage with your buyers with personal and relevant communication.

This will help you to build trust and credibility with your buyers, re-engage with them, close the deal and ultimately develop a long-term relationship.


  1. E-mail marketing template by Hubspot
  2. Create interactive lead nurturing streams on Lead Nurturing Lab
  3. Automate your lead nurturing e-mail campaigns using Campaign Monitor
  4. Marketo Guide to Lead Nurturing

Do you contact your prospects only when you are selling your product or do you engage in building a relationship with them? Please comment below