Lead Generation

What Is Lead Generation & Nurturing? Explained

Lead generation & Nurturing is the process of finding people (leads) who’re likely to become your customers immediately or in the future.

What is Lead Generation & Nurturing and How it Works? 

Lead generation refers to the process of identifying active customers for your business product or services. You need at least some lead generation if you’re a sales representative or a founder of B2B Company. But it is very important to know that it is not just about cold-calling or sending a bunch of emails rather it is a complicated process that requires a diverse range of strategies to be effective.

Furthermore, the process of lead generation can take two roads inbound and outbound. However, inbound lead generation indirect involving via creating content or incentives that your customers can follow whereas outbound will directly contact you with the target audience. It can be done through different channels via social media platforms, email and many more.

Lead nurturing refers to the process of developing relationships with buyers at every stage of the sales. It helps to raise a company’s profile in the eye of the customer and make them go with the company’s product or services. Also, it is one of the parts of a larger marketing process. Lead nurturing is a very simple process.

It is an occasional email letting the client knows about updates to a product or service, price changes, and others. Alongside this, it involves educating the client on the advantage of a particular product or service. Now, companies can create communities around their products using social media.

Why is Lead Generation & Nurturing Important?

Today’s business is highly depended on lead generation as it enhances the traffic on the website which may lead to the further conversion of such found leads into customers. This leads helps to enlarge the conversion rate that gives you a huge profit in the process. The whole process of connecting consumers and the providers has become very simple with the help of Google.

So, whenever the client is looking for something encouraging and energetic for their website or they need to grab the attention, the chances of conversion shoot up sky-high automatically. A quality process of lead generation will definitely make it easier for both the client and the business and allow them to get what they need.

Touch-points, as potential customers funnel, can break or make the sale. According to the studies, 80% of the leads don’t get converted into sales. And, if you get successful to convert them, a nurtured lead will make a purchase of 47% that is more than a lead that wasn’t nurtured. With the help of B2B cloud technology, the sales process become significantly more efficient and transparent.

CRM plays a vital role and make you update in real-time is necessary to make sure that your contacts are all up-to-date and each member of your team has the correct information when talking to potential clients. There are some great and largely successful ways to organize & categorizing your leads like industry, audience, demographics, budget, etc.

How Lead Generation & Nurturing is Done?

The entire process of lead generation is very simple. You just need to follow some simple steps and you will get how lead generation fits into the inbound methodology.


  • First, the visitor discovers your business through one of your marketing channels like blog, website or media page.
  • Secondly, the visitors need to click on your call-to-action (CTA) – button, image or message that encourages website visitors to take some sort of action.
  • This CTA will take your visitors to a landing page, designed to capture lead generation in exchange for an offer.
  • On the landing page, your visitors go through a form that needs to fill in exchange for the offer. Through this, you will have a new lead and this is long as you’re following lead-capture form best practices.

Lead nurturing is the powerful process of engaging a defined targeted group by providing relevant information. The one should need some amazing facts that help in lead nurturing. The foremost thing is targeted content. Leads nurtured with targeted content gives an increase in sales opportunities of more than 20%.

Your lead nurturing should be done on the multi-channels because most of the markets leave excuse that their email opens rates doesn’t exceed 20%. Around 68% of the successful marketers cite lead scoring based on content and engagement which is the most effective strategy for improving revenue contribution from the lead nurturing.

Also, the one could go for personalized email that generates 6 times higher revenue per email compared to non-personalize email. Another thing is the odds of a lead entering the sales process are 21 times greater when contacted within five minutes vs thirty minutes after an inbound lead converts on your website. Lastly, 89% of the companies that align their sales and marketing lead nurturing efforts report measurable enlarge in the number of sales opportunities generated.  

How Long Does Lead Generation & Nurturing Take To Start Working?

There are so many questions arise in the businessman’s mind but start off is really depends on the current state of your marketing.

  • Does your website domain have a good-standing reputation in the market?
  • How many visitors do you receive per month?
  • Are your social media channel is active and how much engaging do you have?

These are the usual questions that can be raised in anybody’s mind. If you have been using outbound marketing, it will take a couple of months to turn leads into sales. You have to execute 3 phases before you count the results that are like receive traffic, convert into leads and convert into customers.

If we talk about lead nurturing then the average first response time of B2B companies to their leads is 42 hours. Only 37% of the company’s response leads within an hour and 24% of companies take more than 24 hours.

There predominant reasons behind this failure like lack of communication, the content of the website are not good enough, not using email list wisely, no timely response, no supplemental content, not using behavioral targeting. 



Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

One thought on “What Is Lead Generation & Nurturing? Explained

  • vreyro linomit

    I like the valuable information you provide in your articles. I will bookmark your blog and check again here frequently. I am quite certain I’ll learn many new stuff right here! Good luck for the next!

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