How to Nurture Leads After Scoring: Turning Prospects into Clients

By: Jessica Scott

So, you’ve set up lead scoring in your CRM and have a prioritized list of prospects. Now what? The next step is nurturing those leads, ensuring that you’re building relationships with them in a way that encourages them to move through the sales funnel and, ultimately, become clients. This blog will show you how to segment your leads, tailor your outreach, and automate the process, so you can turn those promising prospects into loyal clients. If you’re wondering what exactly a lead score is, be sure to check out our blog on the topic.?

Segmenting Your Leads Based on Scores

Once your lead scoring system is in place, it’s important to segment your leads based on their score. This will help you determine the most effective follow-up strategy for each group.?

• Hot Leads: These are your highest-priority prospects. They’ve shown significant interest in your services—whether by attending webinars, requesting a meeting, or engaging with your emails—and they’re ready for direct outreach. For these leads, focus on scheduling a one-on-one meeting or portfolio review. The key is to act quickly and be prepared to discuss specific solutions that address their retirement needs.?

• Warm Leads: While not quite ready to commit, warm leads are still engaged. These prospects might have downloaded a resource or attended a webinar/seminar, but they need more nurturing before they’re ready to meet. For this group, continue providing valuable content through personalized email campaigns and connecting on social media. Share case studies, success stories, or insights into how you’ve helped clients with similar needs.?

• Cold Leads: These prospects may have shown some interest but haven’t engaged recently. While they’re not a high priority right now, they should stay in your pipeline for future opportunities. Regularly send them newsletters, market updates, or educational materials to keep your name top of mind. The more they see your name and brand, the more they will think of you when the time comes for action.??

Personalized Outreach for Maximum Impact

Lead scoring helps you know who to contact, but the real power comes from how you engage them. Personalization is key. Your prospects don’t want to feel like they’re part of a mass email blast—they want tailored messages that speak to their unique concerns.?

• Hot Leads: When reaching out to your hot leads, focus on their specific needs. Are they concerned about mitigating taxes in retirement? Do they need help managing market risk? Lead with solutions that address their pain points. A personalized email or call that directly references their recent engagement with your content will go a long way.?

“Hi [Name], I saw you attended our recent webinar on tax strategies for retirement. I’d love to meet in person or virtually to discuss how we can optimize your tax planning and ensure your retirement income is secure. In the meantime, feel free to estimate your tax bill using my retirement tax bill calculator.”?

• Warm Leads: For warm leads, your goal is to keep them engaged and move them closer to scheduling a meeting. Send content that adds value—such as articles on common retirement pitfalls or videos on income planning strategies.?

Example: “Hi [Name], since you downloaded our guide on taxes in retirement, I wanted to share a case study about how we helped a client in a similar situation build a solid income stream for retirement.”?

• Cold Leads: While these leads aren’t ready for direct outreach, they shouldn’t be ignored. Stay in touch with long-term value content, like quarterly newsletters, special reports, and social media.?

Example: “Hi [Name], just checking in to share our latest report on the 2024 economic outlook. If you ever want to chat about how this might impact your retirement plans, feel free to reach out.”?

Automating Your Lead Nurturing Process

Let’s face it, you’re busy. Managing outreach for dozens (or even hundreds) of leads can be overwhelming. This is where automation comes into play. Your CRM can do the heavy lifting, ensuring that you stay in front of your prospects without manually tracking every interaction.?

• Email Campaigns: Set up automated drip campaigns that send targeted content based on a lead’s score. For example, you can send hot leads a series of emails offering meeting times or portfolio reviews, while warm leads receive educational content that nudges them toward taking action.?

• Event Invitations: Use your CRM to automatically invite leads to webinars or events based on their engagement level. Hot and warm leads might get invitations to exclusive seminars, while cold leads could receive invites to general financial planning webinars.?

• Follow-up Reminders: Automate reminders to follow up with leads based on their activity. For instance, if a warm lead opens three of your emails but hasn’t yet booked a meeting, your CRM can alert you that it’s time for a phone call.?

Know When to Reassess and Re-Score

Lead nurturing isn’t static. As you interact with prospects, their needs and engagement levels will change. It’s important to regularly review your lead scoring system and adjust as needed.?

• Review Engagement Metrics: Keep an eye on metrics like email opens, click-through rates, and event attendance. If a lead that was previously warm suddenly starts engaging more frequently, it might be time to upgrade them to “hot” and reach out for a meeting.?

• Adjust Lead Scores: When a lead takes a significant action—like requesting a consultation or attending an event—make sure their score reflects that new level of engagement. This will help you stay proactive and avoid missing key opportunities.?

• Recycle Cold Leads: Not all leads convert quickly, but that doesn’t mean they’re lost forever. Periodically revisit your cold leads to see if they’ve re-engaged or if it’s time to give them a gentle nudge with new content.?

Measuring Success

To truly maximize your lead nurturing efforts, it’s essential to track the success of your campaigns.?

• Conversion Metrics: Keep track of the percentage of leads that convert into clients. Pay attention to how long it takes for a lead to move from one stage to the next and identify where drop-offs occur.?

• Fine-Tuning Your Process: As you gather more data, continuously refine your nurturing process. Experiment with different types of content, adjust your lead scoring criteria and test different outreach cadences to see what works best for your audience.?

Lead scoring is just the beginning. Once you’ve prioritized your leads, nurturing them effectively is what turns them into clients. By segmenting your outreach, personalizing your communications, and using automation to stay on top of your pipeline, you can build stronger relationships and grow your practice more efficiently. Remember, it’s all about providing value at the right time and making sure your prospects know that you’re the advisor they need when they’re ready to take the next step.?

We're also excited to announce Stonewood’s new Zapier integration! Schedule a coaching call or demo to learn how this powerful tool can enhance your lead management and take your practice to the next level.