16 Lead Nurturing Tactics from the Experts
DevX
How do you keep your business top-of-mind and build lasting trust with potential customers? We asked industry experts to share how they effectively nurture leads who aren’t yet ready to make a purchase. Here are the tactics they recommend for cultivating leads and converting them into loyal clients.
- Retargeting Ads Keep You on the Radar
- Educational Newsletters Build Trust
- Invite Leads Into a Customer Community
- Provide Helpful Content to Stay in Touch
- Share Insights Tailored to Lead’s Challenges
- Offer Value to Nurture Leads
- Use Personalized Content to Address Challenges
- Deliver Custom Content for Lead Nurturing
- Personalized Follow-Ups Build Relationships
- Blend Education with Entertainment in Emails
- Build Interactive Demo Pages for Engagement
- Use Personalized Email Sequences
- Regular Check-Ins Keep Connections Alive
- Provide Free Diagnostics and Expert Advice
- Offer Educational Content to Build Trust
- Monthly Newsletters Keep Leads Engaged
16 Lead Nurturing Tactics
Retargeting Ads Keep You on the Radar
If someone isn’t ready to buy, it doesn’t mean they’re not interested—it just means the timing isn’t right. And if you’re not staying in front of them in a meaningful way, they’ll forget about you. Not because your offer isn’t good, but because people’s attention spans are shorter than ever. They’re scrolling, clicking, getting distracted, and moving on.
A few years ago, someone might have needed five or six touchpoints before making a decision. Now? It’s often 20 or more. And if you’re not showing up consistently, someone else will.
That’s why retargeting ads are one of my favorite ways to nurture leads. They keep you on the radar of people who have already shown interest—those who visited your site, checked out your offer, or even started filling out a form but didn’t follow through.
But here’s where businesses get it wrong: they run the same direct sales ad over and over, thinking that’s what will push someone to buy. It’s like meeting someone at a networking event, introducing yourself, and then every time you see them after that, instead of continuing the conversation, you just say, “Hey, ready to buy yet?” over and over. It doesn’t add anything new to the relationship, and it gets old fast.
Instead, retargeting should feel like a natural extension of their interest. If someone visited your pricing page but didn’t take action, they might need to see a case study proving the investment is worth it. If they read a blog post about a problem you solve, the next ad they see should be a free resource that helps them take the next step. If they engaged with a lead magnet but haven’t booked a call, a short video breaking down what to expect might be the nudge they need.
With attention spans shrinking and decision-making taking longer, your job isn’t to sell immediately, it’s to stay in front of them long enough to make buying feel like the next logical step. Retargeting isn’t about reminding people to buy over and over again. It’s about continuing the conversation in a way that makes them think, “This is exactly what I need, exactly when I need it.” And when they’re finally ready, the choice is obvious.
Michelle Merz
Marketing Consultant, Silience and Sonder
Educational Newsletters Build Trust
Our most effective lead nurturing tactic has been developing a targeted educational newsletter series that provides genuine value beyond promoting our services.
Instead of pushing sales, we create in-depth content that addresses our potential customers’ broader industry challenges. For instance, we produce newsletters exploring emerging tech trends in digital marketing, best practices, and discussions about data privacy. This approach positions us as thought leaders while building trust organically.
By focusing on problem-solving rather than immediate selling, we’ve seen lead engagement increase by 65% and conversion rates improve by 18% over a six-month period.
Kar Lo
Email Marketing Specialist, Lo Marketing Company
Invite Leads Into a Customer Community
Nurturing non-ready leads is about value, not pressure. My preferred tactic is inviting them into a customer community. This fosters connection and allows them to observe the value we provide firsthand. It’s a space for them to learn, ask questions, and engage with peers. This approach naturally builds trust and positions us as a helpful resource, not just a sales entity. The focus is entirely on the customer so it’s about creating a supportive environment that naturally guides them toward a purchase decision when they’re ready.
David Fei
Lead Generation Digital Marketer, davidfei.com
Provide Helpful Content to Stay in Touch
When you’re trying to nurture leads who aren’t ready to buy, the key is staying in touch without coming off as too salesy. I’ve had great success with providing helpful content that speaks to their interests. For instance, at BirdieBall, we send out useful tips and insights that our leads can use right away, like drills for improving their golf game or updates on new products. It’s about showing up and adding value to their lives rather than pushing a sale right off the bat.
One tactic I recommend is keeping the conversation going through email or social media. We offer updates, but they’re never just about the products. We share useful resources, golf tips, and behind-the-scenes looks at our product development process. That way, we’re staying in their minds as a go-to source for useful info, not just a company trying to make a sale. When they’re ready to buy, they’ll think of us because we’ve been there, offering value the whole time.
Katie Breaker
Sales Director, BirdieBall
Share Insights Tailored to Lead’s Challenges
Many show interest, but are not ready to commit. If we don’t stay on their radar, they’ll either forget us or go with someone else when the time comes.
One tactic that works well for us is sharing highly relevant insights tailored to their specific challenges without any sales pitch. Instead of sending standard follow-ups, we provide quick, actionable advice based on what we discussed. For example, if a lead was searching for AI-powered automation, we can send them a brief note: “Most companies struggle with X when adopting AI. Here’s how to avoid it…” This keeps the relationship alive in a way that feels helpful, not pushy.
Another approach that often gets overlooked? Involving leads in content creation. We invite them to share their opinions on industry topics we’re covering or participate in expert discussions. This makes them feel like part of the conversation, not just a prospect on a mailing list.
The goal isn’t to chase them; it’s to stay relevant so that when they’re ready, we’re the first company they think of.
Vikrant Bhalodia
Head of Marketing & People Ops, WeblineIndia
Offer Value to Nurture Leads
Not every lead is ready to sign on the dotted line the moment they show interest.
We nurture these leads by staying on their radar in a way that’s helpful, not pushy. Instead of bombarding them with sales pitches, we focus on providing value—positioning ourselves as a trusted resource rather than just another agency looking for a quick deal.
We also leverage content marketing. Whether it’s an insightful case study, a trend report on digital advertising, or a quick-win SEO tip, we send leads information that’s relevant to their business challenges.
We might follow up with an email that says, “Hey, we saw you were interested in PPC—here’s a breakdown of what’s working this year.” This keeps the conversation going without making them feel pressured to commit. When they are ready to invest in marketing, they already see us as the experts who have been guiding them along the way.
Aaron Whittaker
VP of Demand Generation & Marketing, Thrive Digital Marketing Agency
Use Personalized Content to Address Challenges
Spoiler up front: You will not convert every lead into a client.
Besides, not every lead is ready to make a purchase right away, and that’s okay. The key to success lies in nurturing those leads until they’re prepared to take the next step. One highly effective tactic I recommend from my many years of experience is personalized, value-driven content.
Instead of pushing sales messages, focus on providing valuable insights and solutions that address your lead’s specific challenges. This could be through tailored email campaigns, informative blog posts, engaging videos, or case studies on specific landing pages. We use targeted content to demonstrate how digital signage solutions can support our clients in making their daily work life easier, building trust and credibility over time.
The goal is to remain top of mind, being the evoked set for decision makers by showing that you understand their needs and offering consistent value. When the timing is right, your nurtured leads will naturally see you as the ideal choice, making the transition to a sale much smoother and there will be no need to “convince” them of your product; rather, they will perceive the benefit your product provides to them.
Claus Hombrecher
Head of Sales, viewneo
Deliver Custom Content for Lead Nurturing
To effectively nurture leads not yet ready to purchase, I focus on delivering custom content that aligns with their specific pain points and needs. For instance, in digital healthcare marketing, we use in-depth white papers that address common challenges in the industry. These documents provide prospects with valuable insights and solutions, establishing trust and showcasing our expertise even when they aren’t ready to make a purchasing decision.
Another technique I recommend is using personalized email campaigns. By sending targeted, informative content and success stories, you remain present in the leads’ minds without pressuring them to buy immediately. This approach fosters a relationship built on providing value and understanding their readiness to engage further. This strategy has significantly improved our lead engagement and conversion rates over time.
Shree Goldman
Head of Digital Marketing, Clyck
Personalized Follow-Ups Build Relationships
Effectively nurturing leads who aren’t yet ready to make a purchase requires patience and ongoing engagement. One effective tactic is personalized follow-ups that focus on relationship-building rather than selling. Checking in periodically with useful insights, updates, or even a simple question about their needs helps keep the conversation open without pressure.
For example, reaching out with a case study or customer success story relevant to their situation can provide value while reinforcing trust. By maintaining regular, thoughtful interactions, leads remain engaged and more likely to convert when the timing is right.
Reed Daniels
Owner, Rail Trip Strategies
Blend Education with Entertainment in Emails
When it comes to nurturing leads who aren’t quite ready to make a purchase, it’s all about building trust, delivering consistent value, and staying top-of-mind—without coming off as pushy. Here are some of my favorite lead nurturing tactics that strike the perfect balance between being helpful and memorable.
- “Edutainment” Email Series: I love blending education with entertainment in my email campaigns. Instead of sending bland, salesy messages, I share valuable insights, industry trends, and practical tips with a fun and engaging twist. The goal is to make my emails something they actually want to open.
- Retargeting with Value-First Ads: Instead of just showing a “buy now” ad to leads who aren’t ready, I retarget them with valuable content—like a helpful blog post or a free resource. It’s about staying on their radar without being pushy.
- Personalized Video Messages: Sending a quick, personalized video message is a game-changer for nurturing. It adds a human touch, shows you’ve taken the time, and can significantly boost engagement and trust.
- Lead Scoring and Tailored Follow-Ups: I segment leads based on their activity and interests. For example, if someone frequently engages with SEO content, I’ll nurture them with more advanced SEO strategies and case studies, aligning my outreach with their specific interests.
- Automated Drip Campaigns with Behavioral Triggers: I set up automation that triggers specific emails based on a lead’s actions, such as visiting a particular webpage or downloading a resource. This ensures timely and relevant follow-up without manual effort.
- “Behind-the-Scenes” Content: Sharing stories about my brand’s journey, successes, and even lessons learned from failures helps humanize my brand. Leads often connect with the authenticity, keeping them engaged until they’re ready to take the next step.
The key to successful lead nurturing is patience and consistency. By offering value, engaging authentically, and personalizing the journey, you create a natural path for leads to convert when they’re ready. Remember, nurturing isn’t about forcing a sale—it’s about being the first brand they think of when the timing is right.
Toccara Karizma
CEO, Karizma Marketing
Build Interactive Demo Pages for Engagement
I’ve seen the importance of creating a user-friendly experience that captivates even those not ready to buy. One nurturing tactic I recommend is building an interactive demo page. This hands-on approach allows potential leads to explore your product’s features at their own pace, increasing their engagement and familiarity with your offerings.
For instance, by using Webflow’s CMS, I crafted interactive demos that guide users through the product, providing insights without the pressure of commitment. This tactic significantly improves user understanding and lays the groundwork for future conversion. A compelling interactive demo attracts, retains interest, and often prompts leads to revisit when they’re ready to make purchasing decisions.
Additionally, engaging leads through dynamic analytics and AI-driven personalization can foster a deeper connection. Integration with platforms like HubSpot allows us to tailor experiences based on users’ previous interactions, creating a personalized journey that nurtures curiosity and builds trust over time. This personalized touch has proven invaluable in changing hesitant prospects into committed clients.
Divyansh Agarwal
Founder, Webyansh
Use Personalized Email Sequences
Not every lead is ready to purchase immediately, but that doesn’t mean they aren’t valuable. Lead nurturing is the process of building relationships, establishing trust, and keeping your brand top of mind until they are ready to buy. The key is to provide consistent value through relevant content and engagement without being overly aggressive or sales-driven.
One of the most effective lead nurturing strategies is a personalized email marketing campaign. Email allows businesses to maintain communication, educate potential customers, and subtly guide them through the buying journey without pressuring them.
How to Implement a Successful Email Nurturing Campaign
- Segment Your Leads – Not all leads have the same needs. Some are in the early research phase, while others are comparing solutions. Segment them based on behavior, interests, industry, or past interactions to tailor messages effectively.
- Educate, Don’t Sell – Instead of pushing a product or service, provide value through educational content. Send blog posts, white papers, case studies, or industry insights that help solve their problems.
- Example: If a lead showed interest in cybersecurity, share an eBook on best practices rather than immediately offering a security package.
- Automate Smart Email Sequences – Use marketing automation tools (like HubSpot, Mailchimp, or ActiveCampaign) to send emails at the right time based on lead engagement.
- Example: If a lead downloads a guide, follow up with a case study showing how similar businesses benefited from your solutions.
- Engage With Interactive Content – Encourage two-way engagement with surveys, quizzes, webinars, or free consultations to better understand their needs and increase interaction.
- Leverage Social Proof & Testimonials – People trust other people. Include customer success stories, video testimonials, or third-party reviews in emails to build credibility and trust.
- Monitor Engagement & Optimize – Track open rates, click-through rates, and conversions to refine messaging and ensure emails remain relevant and engaging.
By nurturing leads with valuable, relevant content instead of aggressive sales pitches, businesses stay top of mind. When the lead is finally ready to make a decision, they will already trust your expertise and be more likely to choose you over competitors.
Adrian Ghira
Managing Partner & CEO, GAM Tech
Regular Check-Ins Keep Connections Alive
I make sure they never feel forgotten. Regular but thoughtful check-ins keep connections alive. A helpful resource always replaces a hard sell. The key is staying useful without being intrusive. When trust is built, sales happen easily.
Community-driven engagement keeps leads warm. Private groups or forums create ongoing discussions. Leads feel connected without sales pressure. A trusted community makes decisions easier. Engagement builds long-term brand loyalty.
Marc Bishop
Director, Wytlabs
Provide Free Diagnostics and Expert Advice
The best way to keep leads interested is to be useful without expecting anything in return right away. We saw that a lot of potential customers needed help but weren’t ready to make a commitment. We didn’t try to sell them anything; instead, we gave them free diagnostics and expert advice that was specific to their data loss problems. One strategy that worked was to follow up with recovery examples from real life that were related to their business. Leads will trust you more when they see that you solve problems before they buy, and they will come back when they are ready.
Alan Chen
President & CEO, DataNumen, Inc.
Offer Educational Content to Build Trust
Nurturing leads who aren’t ready to buy comes down to building trust without pressure. Instead of pushing for a sale, the goal is to stay relevant and provide value until they’re ready to convert. One of the best tactics I’ve used is educational content marketing—offering genuinely helpful insights tailored to their needs.
For example, in my e-commerce business, we sold specialty coffee, and many visitors were curious but hesitant to buy premium blends. Instead of bombarding them with discounts, we created a “Coffee 101” email series packed with brewing tips, origin stories, and taste guides. Each email subtly positioned our brand as an expert, while also keeping us top of mind.
The result? Many leads who weren’t ready initially came back weeks or months later, feeling informed and confident in their purchase. The key is consistent, value-driven engagement—not just selling, but educating and building a relationship so that when the time comes, they choose you.
Sudheer Devaraju
Staff Solutions Architect, Walmart
Monthly Newsletters Keep Leads Engaged
Our monthly newsletter is surprisingly effective at nurturing leads who haven’t yet decided to make a commitment. They’re interested in our services, so they benefit from the how-to tips, tricks, and industry information. When they’re ready to make a decision, our name is still on their mind a few months later. It’s about providing helpful information and waiting for the right moment.
Jordan Harary
Co-Founder, The Bid Lab
Original Article Link: 16 Lead Nurturing Tactics from the Experts
