Practice 02 · Branding & communicationsLead nurturing and PRM: guiding prospects all the way to a decision
Most people who contact you or download a document are not ready to buy that day. Without follow-up, they forget your business; with badly designed reminders, they unsubscribe. Lead nurturing means sending them, at the right pace, the information that helps them decide. PRM, short for prospect relationship management, is the way that work is organised: whom to follow up, with which messages, through which channel (email, SMS, phone) and when to hand over to a salesperson.
A reading of your customer cycle, no commitment
Our positionOur conviction: a follow-up only helps if it adds something
An automated sequence can send dozens of messages effortlessly; that is precisely the risk. Every email or SMS should answer a question the prospect has at that stage, otherwise it wears down the relationship instead of sustaining it. So we write fewer, better-targeted messages, and we always leave room for people: a salesperson alerted at the right moment is worth more than a tenth automatic reminder. SMS, a very intrusive channel, is kept for messages that are expected or genuinely useful.
Sample scenarioA scenario that listens before following up
The scenario responds to what the contact does: an opened email and a clicked link do not call for the same next step as a message left unanswered. Each signal adds points to their score, and above a threshold agreed with your sales team, the contact is passed on to them with their full history.
TriggerGuide downloaded
+10Email 1The guide and three key points
Wait3 days
ConditionOpened and link clicked?
+20Email 2Case study from the same sector
SignalPricing page viewed
+25Email 1bNew subject line, new angle
Wait5 days
ThresholdScore ≥ 50
Sales taskPassed on to saleswith the full history
Contact record
Julien R.Purchasing manager · manufacturing
Score55
Hand-off threshold
History
- Guide downloaded
- Email 1 opened, link clicked
- Email 2 opened
- Pricing page viewed
- Passed on to sales
Who it is for, and whenWhen should you put a nurturing strategy in place?
The need appears as soon as contacts come in without being dealt with straight away.
- You collect contacts (forms, trade shows, webinars, downloadable guides) who then sit untouched in a spreadsheet or the CRM.
- Your sales cycle lasts weeks or months, and your sales team cannot follow up with everyone.
- You send the same newsletter to all your contacts, whatever their interest or stage.
- You want to use SMS for reminders, confirmations or offers without wearing people out or breaking the rules.
The scopeWhat Kopus builds to follow up your prospects
- Segmentation Profile, source, interests and stage of each contact.
- Sequences Email and SMS flows triggered by an action, such as a sign-up, a download, a visit to a pricing page or a quote left unanswered.
- Content Useful messages at each stage (guides, customer stories, answers to objections, invitations), written in your voice.
- Lead scoring Rules that flag to sales the contacts ready for a call, along with their history.
- SMS marketing Appointment reminders, confirmations, short follow-ups and targeted campaigns, with consent collected and easy opt-out.
- Tooling Set-up of your CRM or a marketing automation tool, for example HubSpot or Brevo, and connection to your website.
- Measurement Opens, clicks, unsubscribes, contacts passed to sales and deals closed.
What you get
- Contacts followed up instead of forgotten.
- Useful messages at every stage.
- Sales alerted at the right moment.
The methodHow a nurturing programme is set up
Journey diagnosis
Contact sources, handling times, tools in place and data quality.
Sequence design
Segments, triggers, messages, channels and rules for handing over to sales.
Writing and production
Emails, SMS messages and supporting content.
Configuration and testing
Tool, forms, consent and test sends for every sequence.
Launch and improvement
Results reviewed, messages and timing adjusted, new sequences added.
Your questionsFrequently asked questions about this service
What is lead nurturing?
A method of maintaining the relationship with prospects who are not yet ready to buy, by sending them content suited to their interest and stage until a sales conversation becomes relevant.
What does PRM mean?
Prospect relationship management: the organised handling of the relationship with prospects before they become customers. It covers collection, segmentation, follow-up, scoring and hand-over to sales teams.
Is SMS marketing still effective?
SMS messages are read very quickly, which makes the channel effective for reminders, confirmations and short-dated offers. It should stay rare and relevant, and only be used with people who have agreed to it.
What rules apply to commercial emails and SMS?
As a general rule, marketing to consumers requires their prior consent, and every message must offer a simple way to unsubscribe. The rules vary by country and depending on whether you address businesses or consumers; we check them during scoping.
Do we need to change CRM to do lead nurturing?
Not necessarily. Many CRMs include sufficient automation features. We start from your tool and only recommend a change if its limits block useful sequences.
Go furtherPages related to this service
- Your challenges · 12I want to retain my customers and bring them backBuild a relationship that makes people come back: useful messages, easy return, follow-up.
- Practice 02Branding & communicationsBuild a strong image and grow your visibility. We create identities and communication strategies consistent with each company’s ambitions, and we keep them alive.
- 02 · BrandingCustomer acquisitionBe found by the right people at the right time. We combine search, advertising and content to turn visibility into incoming enquiries, and we measure every euro invested.
- 02 · BrandingMarketing strategyMarketing is not a list of actions, it is a choice of targets and messages held over time. We build a plan that focuses your resources where they count.
Let’s bring your projects to lifeYour next project starts here.
Tell us where your contacts come from and what happens to them today, and we will suggest a first sequence.
A reading of your customer cycle, no commitment