Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

How to Deliver More High Quality Leads to Your Sales Team

By Carly Stec

How to Deliver More High Quality Leads to Your Sales Team

How to Deliver More High Quality Leads to Your Sales TeamI was fairly certain that nothing could scare the pants off me quite like American Horror Story, until I read this statistic:

79% of marketing leads never convert into sales. (Source: HubSpot)

[Enter dramatic gasp here.]

As marketers, lead generation consumes a serious chunk of our time and resources. But if you generate a lead and the lead never converts into a sale, did you really generate a lead at all?

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Point being, failure to educate your leads will often times result in them becoming disengaged, or worse, obsolete. 

Luckily for us, marketing automation software provides the means necessary to create workflows designed to educate and advance leads stuck in the funnel. 

In an effort to help you move more high quality leads towards sales, we've detailed everything you need to know about getting started with lead nurturing workflows.

How to set up a lead nurturing workflow:

1. Set a goal

Workflows can be used to help move leads closer to taking the next step, however, it's up to you as the marketer to determine what that next step is. 

Before you get started, ask yourself- what is/are the desired action(s) you want your leads to take after moving through your workflow?

Keep in mind that specificity is key, as it's much easier to measure the success of a lead nurturing workflow when it is tied to a specific metric. 

Whether you're looking to persuade your leads to subscribe to your blog or schedule an assessment, knowing what success means before you set the workflow live will make it easier to track and report on the outcomes. 

2. Nail down the timing and frequency

Before you invite leads to enter a workflow, it's important that you determine an appropriate length for the campaign, as well as a plan for both the timing and frequency of the emails being sent. 

In doing so, you'll want to look back at the average length of your buying cycle. How long did it take for your last 5 customers to close? What type of content did they consume? How frequently were they engaging with your website? 

While this buying cycle will vary depending on your product, service, or industry, HubSpot suggests that on average, contacting leads more than once a week is too much, however less than once a month is not enough. 

3. Map out a variety of content

Before you start plugging content into your workflow, start with a content audit. 

Visualizing the content that you already have in your library will make it easier for you to determine what you'll need to create for the sake of this lead nurturing campaign. 

With a specific persona in mind, you may find that some of your existing content will serve as a good fit with a bit of tweaking. 

When selecting resources to include, think about the different stages of the funnel. You'll likely want to start with some top of the funnel resources like ebooks and whitepapers before you push anything that requires a bit more commitment on the recipient's end.

4. Craft the email content 

Once you have your resources all sorted out, it's time to whip up the actual email content. 

However, before you take the buttoned-up business route, don't. 

Keep in mind that the recipients on the other end of the line are humans, seeking human interaction. So rather than gussy up your copy with a bunch of big words, you'll want to focus on conveying value and trust.

Without these two things, you'll find it's increasingly difficult to move a lead anywhere.

For more on how to write persuasive marketing emails that people actually want to read, check out this article (and this one.)

5. Track, measure, & report

When it comes to marketing automation, it's easy to "set it and forget it", but you and I know better than that.

To inform your future efforts, you'll want to revisit your workflows to determine when and where people dropped off or took action. 

Identifying content that failed to resonate will help you to better select resources that aim to meet the unique needs of your leads during different stages of the buying cycle.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.


Marketing Strategy
Inbound Sales
Published on January 12, 2015

Recent Articles

Website Conversions in 2023 — STOP, START, KEEP
January 25, 2023 • 5 min read
Sales vs Marketing in 2023: What’s The Difference?
January 5, 2023 • 7 min read
How To Set Content Marketing Goals for Growth
December 29, 2022 • 6 min read
Should You Hire An Agency to Create Your Content?
December 12, 2022 • 4 min read
24 Essential Questions for Understanding Your Ideal Customer (+ Infographic)
December 1, 2022 • 5 min read
HubSpot Pricing: Your Guide to Everything HubSpot Costs for 2023
November 20, 2022 • 13 min read
Take It From an Expert: You Probably Don’t Need a New Website
November 16, 2022 • 4 min read
Inbound Marketing Benefits Explained (Updated for 2023)
November 15, 2022 • 6 min read
Want to Win More and Improve Company Culture? Do More Role-playing
November 9, 2022 • 4 min read
4 Ways To Recession-proof Your Website In 2023
November 1, 2022 • 5 min read
Why Trust Is the True Currency for All Business
September 5, 2022 • 7 min read
The Big 5: Best Business Blog Topics to Drive Traffic, Leads, and Sales
August 29, 2022 • 10 min read
What is a Content Strategy? (Definition + Templates)
August 25, 2022 • 12 min read
10 Marketing Objective Examples To Guide and Focus Your Strategy
August 18, 2022 • 6 min read
What Marketers Need To Know About Switching to GA4 [Google Analytics 4]
July 30, 2022 • 5 min read
How To Inspire Your Marketing Team To Try New Ideas
July 25, 2022 • 5 min read
Do I Need To Invest in Marketing When My Business is Thriving? (+ Video)
July 21, 2022 • 7 min read
How Much Does It Cost To Become a World-class They Ask, You Answer Case Study?
July 16, 2022 • 12 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
What Small Business Leaders Need To Know to Thrive During a Recession
May 23, 2022 • 7 min read
Blog Editorial Calendar for 2022: Templates, Examples, and Tips
May 21, 2022 • 6 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
33 Most Important IMPACT+ Resources To Train Your Marketing Team in 2022
April 26, 2022 • 13 min read
SaaS Inbound Marketing: How to Get Started With Your Strategy (+ Examples)
April 16, 2022 • 9 min read
5 Revenue Metrics You Should Be Measuring
March 29, 2022 • 6 min read