The Difference Between Lead Nurturing and Lead Management (And Why You Need Both)

by | Mar 11, 2015 | Lead Management, Lead Nurturing, Sales and Marketing Integration, Sales Strategy

You’ve probably heard about the importance of lead nurturing and lead management. You may have heard about the performance advantages enjoyed by companies that adopt lead nurturing processes. You may even be familiar with specific statistics— like the fact that companies with a lead nurturing process generate 50% more sales-ready leads at 33% lower cost. But do you have a grasp on the real relationship between lead nurturing and lead management? We’ve got you covered.

First, some definitions:

If you are consistently delivering high-quality, relevant content that increases brand awareness, builds consideration for your company with potential customers, and aligns with their current stage in the buyer’s journey, then you’re involved in lead nurturing.
If your prospect database is primed (with each prospect tagged, segmented and up-to-date), if you have a unified system for understanding each lead’s position in your sales funnel, and if you track your interactions diligently, then you’re involved in lead management.


If you want to benefit from lead nurturing, you have to invest in lead management. If that sounds simple, it’s because it is. Lead nurturing just doesn’t pay off unless your company has a well-defined process for tracking, defining, and updating information about your leads.

Together, they create a powerful combination. Lead nurturing systems bring your content to the right people at the right time, driving interest in your products and services. Excellent lead management practices empower your sales team to diagnose the perfect moments to reach out to customers, and arm them with the information they need to address each lead’s specific interests. Working together, these systems will help you increase the velocity of your sales pipeline, build profitable, long-term relationships, and powerfully communicate the value of your brand.

Ready to start putting lead nurturing and lead management to work? Contact the NuGrowth team at 800-966-3051 or fill out a contact form and we will be in touch.

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Author: Danny Kear

Danny writes infographics, emails, and other content for NuGrowth Digital clients. He applies his background in marketing and communications to craft content that illuminates the quality and value of the client’s brand.