Nurture Campaign
Quick definition
An automated series of emails and content that keeps leads warm until they are sales-ready.
Detailed explanation
Not every lead is ready to buy immediately - some are too early in their buyer journey, don't have budget this quarter, or need to get internal buy-in first. Nurture campaigns keep these leads warm by regularly sharing valuable content that helps with their challenges. A good nurture campaign is: segmented (different content for different personas and stages), educational (focused on helping, not selling), multi-touch (combines emails, social, retargeting), and timed (adjusts frequency based on engagement). The goal is to stay top-of-mind so that when they are ready to buy, you are their first call. Nurture campaigns can increase MQL to SQL conversion by 20-50% and shorten sales cycles because prospects are better informed.
Synonyms
Examples
A SaaS company has a 12-email nurture for "Too early stage" leads: Month 1: educational content about common challenges, Month 2: how-to guides and best practices, Month 3: case studies and ROI calculators, with SDR check-ins on day 30, 60, 90
A nurture segment for "No budget this quarter": Share quarterly content about planning and budgeting, send reminder 2 months before their new fiscal year, offer Q4 planning workshop, intensify outreach when their budget cycle approaches
When to use this?
Implement nurture campaigns for leads that aren't immediately SQL but are a good fit with your ICP. Segment based on their stage, persona, and behavior. Measure engagement and pull high-engagement leads out of nurture for direct sales follow-up.
Match-day approach
Match-day builds intelligent nurture programs in HubSpot that automatically segment leads based on behavior and profile. We create the content (emails, whitepapers, videos), build the automation, and implement engagement scoring that automatically alerts sales when a lead becomes "hot". Our nurtures don't feel like spam but like helpful content. We measure which content assets have the most impact and continuously optimize.
Learn more
Wil je weten hoe je nurture campaign effectief inzet in jouw organisatie? Neem contact op met Match-day.
Neem Contact Op