What benefits do Lead Nurturing and Lead Scoring bring?

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Within Inbound Marketing , Lead Scoring and Lead Nurturing advertising database techniques play a fundamental role. The former allows you to define the degree of interest that a lead has in a brand, product or service; through the monitoring and analysis of their behavior on an online site. While the latter involves transforming the potential consumer into a client, through the delivery of personalized content.

This requires constant work. It is not about giving the client a discount voucher for choosing us and believing that this act is enough, nor about sending them a newsletter every three months and assuming that this content is sufficient. Generating a relationship of trust is essential in this process and therefore the delivery of information must be continuous and valuable.

But specifically, what benefits do Lead Nurturing and Lead Scoring provide ? Let's review in detail what each technique delivers or allows you to do:

Lead Scoring or Lead Qualification

1. Organize large volumes of data : To define how close leads are to becoming customers, it is advisable to generate values ​​based on implicit and explicit scoring analyses . That is, according to the user's online and offline behavior with respect to the brand, and the data that the user provides directly, for example, when purchasing a product online. This will allow the initial information to be organized and the relevant information to be retrieved to establish the quality of each potential consumer.

2. Increase time savings : by having an organized database and qualified leads, the company will be able to channel its efforts and time towards potential consumers who have shown interest in the brand or service offered.

3. Reduce campaign costs : As stated by the Marketing Automation Insider site , Lead Scoring can be used to determine which traffic channels attract the greatest number of qualified prospects, for example, advertising campaigns, social networks, search engines, etc. This makes it possible to focus resource expenditure on productive sources.

4. Detect the content that generates the most interest : this technique provides the opportunity to visualize which products or services meet such characteristic, to enhance the strategy and/or evaluate actions around the elements that are on the opposite path.

Lead Nurturing or Lead Nutrition

1. Have frequent and immediate communication : As explained on its website by the Web Analytics and Online Marketing company HubSpot , constant and relevant communication provided by both sales and marketing organizations is key when choosing a service provider. In addition, quick contact with leads is a substantial factor in developing a relationship of trust and increasing engagement . An alternative is to take advantage of the moment when the user subscribed to the site to send them content of interest.

2. Discover new interests of leads : while the previous technique provides data on the types of content that capture the most interest, Lead Nurturing allows you to delve deeper into this subject by identifying those that generate the most attention even as trust in the brand increases.

3. Identify business opportunities : As HubSpot states, this technique enables an increase in the number and volume of sales, but also allows you to know which leads generate this increase and what is the method to achieve this result, information that can be used in the design of actions applicable to other potential clients.

4. Provide personalized attention : lead nurturing makes it possible for leads to feel personally attended to and increases their desire to buy. In this process, valuable content is delivered that responds to the interests of each lead, through non-invasive and automated email chains that, for example, offer eBooks, information about seminars, announcements of offers or free services exclusive to clients.


In short, knowing what Lead Scoring and Lead Nurturing are is a must when we talk about loyalty. The goal is to develop a close bond with customers so that they trust the brand and appreciate it, a key step to increase sales of a product or service and ensure that the consumer enjoys their purchase.