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Most people who download a guide or read an article are not ready to buy today. If sales calls right away, it goes wrong. If nobody gets in touch, they forget about you. Lead nurturing is about staying in touch with relevant content until the time is right, and HubSpot is built for exactly that.
In short: Lead nurturing in HubSpot means automated flows that send relevant content to leads over time, based on who they are and what they do. A good nurture flow has three to six steps, matches content to the buying journey and hands over to sales when lead score or behavior shows buying interest. Nurture Agent can also tailor each email to the recipient.
Example: nurturing after a downloaded guide
- Immediately: An email with the guide and a short personal greeting.
- Day 3: A related article that goes deeper into the topic.
- Day 7: A customer story from the same industry.
- Day 12: An invitation to a webinar or a checklist.
- Day 18: An offer of a short advisory call with a meeting link.
Contacts who book a meeting, visit the pricing page or reach a certain lead score leave the flow and go to sales.
Content per stage of the buying journey
| Stage | The buyer's question | Content |
|---|---|---|
| Awareness | Do I have a problem? | Articles, guides, checklists |
| Consideration | How can it be solved? | Comparisons, webinars, customer stories |
| Decision | Who should I choose? | Demo, pricing information, references |
Tips for nurturing that works
- Segment. Different roles and industries need different content.
- Write like a person. Short emails from a real sender work better than newsletter design.
- Have a clear exit. Decide when a lead is ready for sales and what happens then.
- Avoid collisions. Use goals and suppression lists so nobody gets several flows at the same time.
- Measure meetings and deals, not just clicks.
Nurture Agent
HubSpot's Nurture Agent can rewrite the subject line, body and call to action for each recipient at the moment the email is sent, based on CRM data and engagement. It sits on top of your existing workflows. Start with one flow, compare the result against the standard version and expand if it works.
Frequently asked questions about lead nurturing in HubSpot
What is lead nurturing?
Lead nurturing is building the relationship with leads who are not ready to buy yet, by sending relevant content over time until they are ready for a sales conversation.
How do you build a nurture flow in HubSpot?
Create a workflow that starts when a contact, for example, downloads a guide, add emails with delays and conditions, and set a goal that removes the contact from the flow when it shows buying interest.
How many emails should a nurture flow have?
Three to six emails over two to four weeks works well for most B2B flows. Better fewer and relevant than many and generic.
What is Nurture Agent in HubSpot?
Nurture Agent is an AI agent that tailors the subject line, content and call to action for each recipient in a nurture flow, based on CRM data and engagement.
When should a lead be handed over to sales?
When the lead shows clear buying interest, for example books a meeting, visits the pricing page or reaches an agreed lead score, and fits your target audience.
Summary
Lead nurturing keeps you in touch with future customers without sales spending time on them too early. Build a few relevant flows, have a clear handover to sales and measure on deals.
Want help building nurture flows in HubSpot? Get in touch with LeadLabs.