{"id":5552,"date":"2023-03-17T09:09:02","date_gmt":"2023-03-17T09:09:02","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/lead-nurturing-marketing-digital\/"},"modified":"2026-05-12T10:23:23","modified_gmt":"2026-05-12T08:23:23","slug":"lead-nurturing-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/","title":{"rendered":"Lead Nurturing and Marketing Automation as a Digital Marketing Strategy"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">In a world of constant change and impressive advances, digital marketing was not going to be less. Ever since Philip Kotler, the father of modern marketing, first proposed in the 1990s<\/span> <span style=\"font-weight: 600;\">the four basic rules of marketing<\/span><span style=\"font-weight: 200;\"> to this day, it has rained a lot.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Users have changed their online behavior radically, now they are the ones in control of the buying process and, thus, the 4Ps proposed by Kotler have been replaced by <strong>the 4E<\/strong>, <\/span><span style=\"font-weight: 600;\">focused entirely on the user experience:<\/span><span style=\"font-weight: 200;\">&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 200;\">Product is now <strong>E<\/strong><\/span><span style=\"font-weight: 600;\">xperience;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 200;\">Price is now <strong>E<\/strong><\/span><span style=\"font-weight: 600;\">xchange;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 200;\">Point of sale is now <strong>E<\/strong><\/span><span style=\"font-weight: 600;\">n all sites;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 200;\">Promotion is now <strong>E<\/strong><\/span><span style=\"font-weight: 600;\">motion.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">And in this agitated context, the <em>lead nurturing<\/em> as an essential part of today's digital marketing strategies.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"DATA FIRST #1 | How to apply Lead Nurturing with Marketing Automation - Connectif\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/0Ha8HUjPGxQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#%C2%BFQue_es_el_Lead_Nurturing\" >What is Lead Nurturing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Importancia_del_data_first_en_las_estrategias_de_lead_nurturing\" >Importance of data first in lead nurturing strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Estrategias_y_workflows\" >Strategies and workflows<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Generacion_y_captacion_de_leads\" >Lead generation and acquisition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Etapa_preventa\" >Pre-sale stage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Etapa_posventa\" >Post-sale stage<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Caso_practico_1_generacion_y_captacion_de_leads\" >Case study 1: lead generation and lead capture<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Workflow_1_estrategia_con_formulario_de_suscripcion_a_newsletter_opciones_de_envio_de_notificaciones\" >Workflow 1: strategy with newsletter subscription form + options for sending notifications<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Workflow_2_estrategia_de_formulario_de_suscripcion_a_newsletter_con_alerta_de_stock_disponible\" >Workflow 2: newsletter subscription form strategy with available stock alert<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Caso_practico_2_etapa_posventa\" >Case study 2: After-sales stage<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-marketing-digital\/#Workflow_1_estrategias_de_posventa_segun_segmentos_RFM_alto_medio_o_bajo\" >Workflow 1: after-sales strategies according to high, medium or low RFM segments<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_Lead_Nurturing\"><\/span><span style=\"font-weight: 400;\">What is Lead Nurturing?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">If we consider the \u201clead\u201d as a contact that has visited the website and has given us his or her data (email), the <\/span><i><span style=\"font-weight: 200;\">lead nurturing<\/span><\/i><span style=\"font-weight: 200;\"> could be translated as the nutrition of <\/span><i><span style=\"font-weight: 200;\">leads,<\/span><\/i><span style=\"font-weight: 200;\">which basically consists of, like Lazarillo, <\/span><span style=\"font-weight: 600;\">nourish, nurture and accompany the user during the purchase process<\/span><span style=\"font-weight: 200;\">. This comprises the period from being an unknown user to becoming a <\/span><i><span style=\"font-weight: 200;\">lead, <\/span><\/i><span style=\"font-weight: 200;\">make the first purchase and become a loyal customer, <\/span><span style=\"font-weight: 600;\">thus building lasting relationships with users and\/or customers, <\/span><span style=\"font-weight: 200;\">based on actions such as informing, educating, involving, validating, converting, retaining, building loyalty, renewing and an incredible etcetera.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Taking into account the entire purchasing process as a cycle, the <\/span><i><span style=\"font-weight: 200;\">lead nurturing<\/span><\/i><span style=\"font-weight: 600;\"> could be applied at any of the following stages<\/span><span style=\"font-weight: 200;\">, The process starts with the acquisition of leads, passing through the generation of interest that ends in conversion and ending with the loyalty of this new customer, as well as the retention or recapture of the most forgetful ones.\u00a0<\/span><\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"428\" data-id=\"5553\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/lead-nurturing-ecommerce-scaled-1024x428.jpg\" alt=\"lead nurturing e-commerce\" class=\"wp-image-5553\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/lead-nurturing-ecommerce-scaled-1024x428.jpg 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/lead-nurturing-ecommerce-scaled-300x125.jpg 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/lead-nurturing-ecommerce-scaled-768x321.jpg 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/lead-nurturing-ecommerce-scaled-1536x642.jpg 1536w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/lead-nurturing-ecommerce-scaled-2048x856.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Given this situation and the importance of implementing the <\/span><i><span style=\"font-weight: 200;\">lead <\/span><\/i><span style=\"font-weight: 200;\">nurturing within the digital marketing strategies of any company, <\/span><span style=\"font-weight: 600;\">is essential to the <\/span><a href=\"https:\/\/www.geotelecom.es\/en\/marketing-automation\/\"><span style=\"font-weight: 600;\">Marketing Automation<\/span><\/a><span style=\"font-weight: 200;\">, to enhance, streamline, improve and automate all these processes.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through <strong>flows<b> of work <\/b>automated<\/strong> adapted<span style=\"font-weight: 200;\"> to the objectives of each of the purchase phases, we will be able to create a system that not only offers the right content to the right user at the right time, but also obtain data and analyze user responses to our marketing actions. In this way, we adapt as much as possible to our specific target audience within our company's sector.\u00a0<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Importancia_del_data_first_en_las_estrategias_de_lead_nurturing\"><\/span><span style=\"font-weight: 400;\">Importance of the <em>data first<\/em> in the strategies of<\/span><i><span style=\"font-weight: 400;\"> lead nurturing<\/span><\/i><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">As we have just discussed, <\/span><b>the main function of the <i>lead nurturing <\/i>is the creation of workflows <\/b>automated systems that<span style=\"font-weight: 200;\"> allow user segmentation and content personalization.\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">However, before any action is taken, it is imperative to<\/span> <span style=\"font-weight: 200;\">first analyze the data, and this is where the <\/span><b>data first<\/b><span style=\"font-weight: 200;\">: website visits, newsletter subscriptions, abandoned carts, types of purchases, products visited for recommendations, etc.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"227\" data-id=\"5554\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/data-first-que-es-scaled-1024x227.jpg\" alt=\"data first what is\" class=\"wp-image-5554\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/data-first-que-es-scaled-1024x227.jpg 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/data-first-que-es-scaled-300x67.jpg 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/data-first-que-es-scaled-768x170.jpg 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/data-first-que-es-scaled-1536x341.jpg 1536w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/data-first-que-es-scaled-2048x454.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Through this data we achieve the goal of any marketing automation campaign:<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Estrategias_y_workflows\"><\/span><span style=\"font-weight: 400;\">Strategies and <em>workflows<\/em><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Depending on the stage in which the user is, a specific strategy will be applied, so that we can group the strategies as follows <\/span><span style=\"font-weight: 600;\">three main stages:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 200;\">Lead generation and acquisition.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 200;\">Pre-sale stage.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 200;\">Post-sale stage.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Let's look at each one in a little more detail:<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Generacion_y_captacion_de_leads\"><\/span><h3><span style=\"font-weight: 600;\">Lead generation and acquisition<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3><\/h3>\n\n\n\n<ol class=\"wp-block-list\"><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Stage in which users visit our website for the first time and we begin to study their behavior in order to impact them. The objective of <\/span><span style=\"font-weight: 600;\">to obtain your data by different means<\/span><span style=\"font-weight: 200;\">contact forms,<\/span><i><span style=\"font-weight: 200;\"> landing pages<\/span><\/i><span style=\"font-weight: 200;\">, notifications <\/span><i><span style=\"font-weight: 200;\">push<\/span><\/i><span style=\"font-weight: 200;\">, <\/span><i><span style=\"font-weight: 200;\">pop-ups<\/span><\/i><span style=\"font-weight: 200;\">, CTAs...\u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etapa_preventa\"><\/span><span style=\"font-weight: 600; color: revert; font-size: revert;\">Pre-sale stage<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Stage of purchase decision, from the time it becomes <\/span><i><span style=\"font-weight: 200;\">lead<\/span><\/i><span style=\"font-weight: 200;\"> (i.e., we manage to obtain the first contact data, such as email, and we can begin to<\/span><span style=\"font-weight: 600;\"> personalized impact<\/span><span style=\"font-weight: 200;\">) until you make your first purchase.\u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etapa_posventa\"><\/span><span style=\"font-weight: 600; color: revert; font-size: revert;\">Post-sale stage<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Loyalty stage. After the first purchase is made, a solid and valuable relationship is built that will lead to <\/span><span style=\"font-weight: 600;\">become a loyal customer and make more purchases<\/span><span style=\"font-weight: 200;\">, as well as recommending us to other users who generate more sales for us.<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\"><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Caso_practico_1_generacion_y_captacion_de_leads\"><\/span><span style=\"font-weight: 400;\">Case study 1: generation and collection of <\/span><i><span style=\"font-weight: 400;\">leads<\/span><\/i><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">We have a case of a customer in which, after the analysis of registrations and cancellations to the <\/span><i><span style=\"font-weight: 200;\">newsletter<\/span><\/i><span style=\"font-weight: 200;\">, at the end of the month we have <\/span><b>more numbers of unsubscribers than new subscribers<\/b><span style=\"font-weight: 200;\">.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">In view of this, we have to try to reduce the number of unsubscribes while increasing the number of subscribers. How do we do this? <\/span><b>Giving the user options to choose their preferences regarding the sending of notifications within the subscription form. <\/b><span style=\"font-weight: 200;\">&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Thus, based on your choice, you will be added to specific segments that will then be used in the scheduling of shipments and the creation of strategies:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Dynamic segment plus:<\/b><span style=\"font-weight: 200;\"> activities of registration and deregistration to the <em>newsletter<\/em>.&nbsp;<\/span><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"398\" data-id=\"5555\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/datos-lead-nurturing-scaled-1024x398.jpg\" alt=\"data first lead nurturing\" class=\"wp-image-5555\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/datos-lead-nurturing-scaled-1024x398.jpg 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/datos-lead-nurturing-scaled-300x116.jpg 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/datos-lead-nurturing-scaled-768x298.jpg 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/datos-lead-nurturing-scaled-1536x596.jpg 1536w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/datos-lead-nurturing-scaled-2048x795.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Dashboard:<\/b><span style=\"font-weight: 200;\"> purchases - analysis of purchasers by subscription status to <em>newsletter<\/em>.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Workflow_1_estrategia_con_formulario_de_suscripcion_a_newsletter_opciones_de_envio_de_notificaciones\"><\/span><span style=\"font-weight: 400;\">Workflow 1: strategy with subscription form to <em>newsletter<\/em> + options for sending notifications<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Subscription form to <i>newsletter<\/i> + option to choose the frequency of notifications when filling in the form.<\/b><span style=\"font-weight: 200;\"> In addition to adding the usual name and email fields to the typical subscription form to <\/span><i><span style=\"font-weight: 200;\">newsletter<\/span><\/i><span style=\"font-weight: 200;\">, In this way, we add an additional field where we give the user the option to choose the frequency of sending. In this way we not only give preference to the user's needs, but we also reduce the rate of <\/span><i><span style=\"font-weight: 200;\">newsletter<\/span><\/i><span style=\"font-weight: 200;\">.\u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Workflow_2_estrategia_de_formulario_de_suscripcion_a_newsletter_con_alerta_de_stock_disponible\"><\/span><span style=\"font-weight: 400;\">Workflow 2: subscription form strategy to <em>newsletter<\/em> with alert for <\/span><i><span style=\"font-weight: 400;\">stock<\/span><\/i><span style=\"font-weight: 400;\"> available<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-4 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"533\" data-id=\"5556\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/alerta-stock-disponible-scaled-1024x533.jpg\" alt=\"workflow stock alert \" class=\"wp-image-5556\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/alerta-stock-disponible-scaled-1024x533.jpg 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/alerta-stock-disponible-scaled-300x156.jpg 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/alerta-stock-disponible-scaled-768x400.jpg 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/alerta-stock-disponible-scaled-1536x799.jpg 1536w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/alerta-stock-disponible-scaled-2048x1066.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Email sent after subscription to the stock availability alert form. <\/b><span style=\"font-weight: 200;\">The communication via email of out-of-stock product availability is one of the most important <\/span><b>basic options of any CMS,<\/b><span style=\"font-weight: 200;\"> such as Prestashop. However, we can customize it even more, collecting data on the most demanded products through a complex workflow via Connectif as follows:\u00a0<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 200;\">We show a<\/span><span style=\"font-weight: 600;\"> in-line<\/span><span style=\"font-weight: 200;\"> on the product card (CTA) for them to click if they want to be notified when the product is back in stock. After clicking a <\/span><span style=\"font-weight: 600;\">pop-up<\/span><span style=\"font-weight: 200;\"> with a form that, in addition to sending you information when the product becomes available, involves subscribing to the <\/span><i><span style=\"font-weight: 200;\">newsletter<\/span><\/i><span style=\"font-weight: 200;\"> (for all those who have not yet subscribed). This <\/span><b>helps us to increase the number of subscriptions substantially.<\/b><\/li>\n\n\n\n<li><span style=\"font-weight: 200;\">Once the <\/span><span style=\"font-weight: 600;\">form<\/span><span style=\"font-weight: 200;\"> we will again send you a pop-up thanking you for your subscription and reminding you that we will notify you when the product is available again. At the same time, you will receive a welcome email to the <\/span><i><span style=\"font-weight: 200;\">newsletter<\/span><\/i><span style=\"font-weight: 200;\"> and will be subscribed to the rest of the notifications or <\/span><i><span style=\"font-weight: 200;\">newsletters<\/span><\/i><span style=\"font-weight: 200;\"> subsequent.\u00a0<\/span><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">In the example shown, five available fields are proposed for each user, giving them the option to fill in the stock availability notice form for a maximum of five different products.<\/span><b> This number will depend on each <\/b><b><i>ecommerce<\/i><\/b><span style=\"font-weight: 200;\"> and the user's behavior, which may be more or less than five.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Caso_practico_2_etapa_posventa\"><\/span><span style=\"font-weight: 400;\">Case study 2: After-sales stage<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">One of the latest and most advanced tools added to Connectif has been the segmentation of users by means of the <\/span><b>RFM analysis<\/b><span style=\"font-weight: 200;\">.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">This option <\/span><b>classifies the <\/b>users who<span style=\"font-weight: 200;\"> have already purchased based on recurrence, frequency and recency of purchase, resulting in eleven different segments.\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">However, it may turn out that some of these segments have a low number of contacts within them, <\/span><b>with the help of Data <\/b>First, we can<span style=\"font-weight: 200;\"> group these 11 segments into three main groups for marketing automation strategies: HIGH RFM, MEDIUM RFM and LOW RFM:\u00a0<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 600;\">RFM HIGH<\/span><span style=\"font-weight: 200;\">champions + loyal customers<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 600;\">RFM MEDIUM<\/span><span style=\"font-weight: 200;\">Potentially loyal + new customers + promising + needing attention<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 600;\">RFM LOW<\/span><span style=\"font-weight: 200;\">about to fall asleep + at risk + cannot be lost + hibernating.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">The \u201clost\u201d RFM segment has been excluded from this classification in order to apply specific purchase reactivation strategies to them. In addition, for the creation of these segments for sending notifications, we have added the <\/span>condition \u201c<strong>state<b> <\/b><\/strong><b>subscription = subscriber\u201d.\u201d<\/b><span style=\"font-weight: 200;\">.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Dashboard data: <\/b><span style=\"font-weight: 200;\">Purchasing - analysis of buyers by RFM segment.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Dynamic segment plus: <\/b><span style=\"font-weight: 200;\">creation of RFM segments + subscribed to <\/span><i><span style=\"font-weight: 200;\">newsletter<\/span><\/i><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-5 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"515\" data-id=\"5557\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/segmento-plus-scaled-1024x515.jpg\" alt=\"RFM analysis\" class=\"wp-image-5557\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/segmento-plus-scaled-1024x515.jpg 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/segmento-plus-scaled-300x151.jpg 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/segmento-plus-scaled-768x386.jpg 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/segmento-plus-scaled-1536x773.jpg 1536w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/segmento-plus-scaled-2048x1030.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Workflow_1_estrategias_de_posventa_segun_segmentos_RFM_alto_medio_o_bajo\"><\/span><span style=\"font-weight: 400;\">Workflow 1: after-sales strategies according to high, medium or low RFM segments<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><b>After-sales strategies via email by RFM segment<\/b><span style=\"font-weight: 200;\">. Once the first purchase is made, it becomes part of the RFM analysis system. In this way we can focus our strategies on either recurrence, frequency or monetary value.\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">In this case, depending on the RFM segment to which you belong, you are sent specific content based on your previous purchases:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 600;\">RFM HIGH<\/span><span style=\"font-weight: 200;\"> - <\/span><i><span style=\"font-weight: 200;\">upselling<\/span><\/i><span style=\"font-weight: 200;\"> (higher priced products)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 600;\">RFM MEDIUM<\/span><span style=\"font-weight: 200;\"> - <\/span><i><span style=\"font-weight: 200;\">crosselling<\/span><\/i><span style=\"font-weight: 200;\"> (complementary products)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 600;\">RFM LOW<\/span><span style=\"font-weight: 200;\"> - <\/span><i><span style=\"font-weight: 200;\">best seller<\/span><\/i><span style=\"font-weight: 200;\"> (the best sellers of the last month\/week)<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">By way of summary, the <\/span><i><span style=\"font-weight: 200;\">lead <\/span><\/i><span style=\"font-weight: 200;\">nurturing is essential in any digital marketing campaign and will take different forms depending on the type of company, ecommerce or sector to which it belongs and based on the stage of the buying process in which the user is. And to achieve it, <\/span><b>Marketing Automation is the way and Connectif is the perfect tool.<\/b><span style=\"font-weight: 200;\">\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 200;\">Having said all this, we do not want to say goodbye to this post without making some small recommendations and essential tips:<\/span><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-6 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"500\" data-id=\"5558\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/tips-lead-nurturing-marketing-automation-scaled-1024x500.jpg\" alt=\"lead nurturing marketing automation tips\" class=\"wp-image-5558\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/tips-lead-nurturing-marketing-automation-scaled-1024x500.jpg 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/tips-lead-nurturing-marketing-automation-scaled-300x146.jpg 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/tips-lead-nurturing-marketing-automation-scaled-768x375.jpg 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/tips-lead-nurturing-marketing-automation-scaled-1536x749.jpg 1536w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/03\/tips-lead-nurturing-marketing-automation-scaled-2048x999.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ready to start using the <em>lead nurturing&nbsp;<\/em>in your business? <a href=\"https:\/\/www.geotelecom.es\/en\/contact\/\"><strong>Contact us now<\/strong><\/a> and find out how you can benefit from&nbsp;<em>lead nurturing&nbsp;<\/em>in your strategy using marketing automation.<\/p>","protected":false},"excerpt":{"rendered":"<p>The lead nurturing strategy combined with Marketing Automation is a very useful Molotov cocktail for your business strategy. Find out how to apply it below.<\/p>","protected":false},"author":42,"featured_media":6376,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":["post-5552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automatizaciones-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lead Nurturing y Marketing Automation como estrategia de marketing digital - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-digital-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead Nurturing y Marketing Automation como estrategia de marketing digital - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"La estrategia de lead nurturing combinada con Marketing Automation supone un c\u00f3ctel molotov muy \u00fatil para tu estrategia de negocio. 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