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Lead Nurturing for Software Marketers: 4 Essential Email Nurture Programs to Start Now

Published by in B2B Marketing

“April showers bring May flowers.” Thank goodness, since I have a red thumb when it comes to gardening. If Mother Nature can take care of my flowers for me, I’m all in!

lead nurturing

Just like all of those lovely flowers, leads also need to be watered nurtured into ideal paying customers. This is where email nurture programs play a huge role for your marketing strategy.  

Lead nurturing for software marketers can be complex, with various branches and actions based on a prospect’s activity or company profile. But that doesn’t mean you can’t do any lead nurturing!

Here are four simple email lead nurture programs you can implement right away simultaneously with your current marketing efforts.

Website Visitors

The beauty of marketing automation software is that it allows you to email your website visitors before they even fill out a form! As long as their email address is already in your system, you can target them with personalized emails and content. This is a fantastic way to reengage cold leads.

Let’s say a prospect visits your demo or trial sign-up page, but doesn’t complete the form. You can then set up a nurture track that will automatically follow up with that prospect, asking them why they didn’t complete the action, and nurturing them towards actually submitting for a demo or trial with a few emails over a period of time.

However, like flowers, not all website visitors are the same. Someone who lands on your free demo page is worth much more than someone who visits the general contact form.

Set up different nurture tracks based on which page they abandoned. For example, someone who doesn’t fill out your trial sign-up form should receive a few email follow-ups right away, giving them another chance to request a trial.

But with a visitor that leaves your general contact page, it’s more difficult to tell what they were actually after by visiting that page. Were they looking for a job? More information about your company in general? Or perhaps someone on your team to contact to pitch their product or service? Feel free to set up a nurture program for these visitors, but just make sure you’re able to send the type of content and help they’re actually after.    

Email Subscribers

Most software companies have a blog, and if you don’t, you probably should by now. One of your top goals for your blog is building your email subscriber list, so you can increase your blog’s reach and authority. Put in some CTAs throughout your blog asking people to submit their email address in exchange for the latest posts delivered right to their inbox.

And this is where even more opportunity presents itself.

More than likely, people subscribing to your blog are interested in learning more about your software and how it can improve their business. So after they subscribe to your blog, add them to an email nurture track! Start by sending them a welcome email with introductory info about your blog, then send a few emails with links to the most popular or helpful posts about your software.

I recommend only doing this type of nurture for no more than one month; the goal of a post-subscription nurture track is to attempt to convert new subscribers into leads, but you don’t want to be constantly emailing them about your software when they’re actually not ready to convert. You could end up losing your new subscribers before they’ve even had a chance to get to know your company and software!   

Event Attendees

It’s common practice to collect new contacts at a conference or event and then follow up with them afterwards. Take this process even further by adding new prospects to a nurture track, and create customized tracks based on how they interacted with your company.

Did they demo your product at your booth? Add them to a nurture track referencing the demo and other ways the software can address their needs.

Did you just discuss how your software can help their business without performing a demo? Start their nurture track with an invitation to a personalized demo, and continue to nurture them until they convert.

This type of lead nurturing isn’t limited to in-person events.

After a webinar, you should always send a follow-up email with the session recording, but then add those attendees to a nurture track that continues to send them relevant content. For example, if the webinar is on how your field service business can connect to more customers, include an email in your nurture track about a specific feature of your field service software and how it can help solve that exact problem.

Whether it’s an industry conference or an educational webinar, these are prospects that showed true interest in your software by taking the time out of their busy schedule to interact with your brand. Those are leads you don’t want to miss out on!

Onboarding New Customers

After closing the sale and introducing your new customer to your software, do you just ignore them? Absolutely NOT! Put them on a nurture track that periodically checks in with their onboarding and implementation progress. Send informational content about your software, common questions and tips to best use the software, and even offer the ability to schedule a call to discuss their new account.

Do you have a content piece that every new customer should read? Send that during the nurture program!

Are there recurring webinars that help new customers get even more comfortable with the product? Include an invitation in your nurture track!

If they complete an implementation project in your software, or complete their first task in the system, send them a congratulatory email, with advanced tips on that functionality and how your software can help their business even more!

The important thing to remember is that once you actually close the sale and get the customer, that’s only the beginning of the relationship. You want to show that they not only purchased an excellent software product, but are now in a community of industry experts that actually want to help their business succeed.


There are SO many more lead nurturing strategies available to software marketers; the possibilities truly are endless depending on the type of software, who your target audience is, and how you can reach prospects. But in my opinion, the four above are the programs you need to have right away to improve your lead generation strategy.

What kind of lead nurturing does you team do? Share your experiences in the comments below.

Looking for Lead Management software? Check out Capterra's list of the best Lead Management software solutions.

About the Author

Caroline Malamut

Caroline Malamut

Caroline is the Vendor Marketing Manager at Capterra. Her love of marketing began while growing up in Philadelphia and has only grown since attending the University of Pittsburgh. In her free time she enjoys reading, spending time with friends and family, and cheering on her Philly and Pitt sports teams.



Comment by Caroline Malamut on

Hi Ryan, thanks for your comment!
You’re absolutely right: you can’t email someone without their email address. I apologize for not making that section more clear. Using marketing automation software, you can match visitors to prospects that are already in your system. So they may have filled out some type of contact form on your site in the past, but then you may have been unable to reach them. However, if they visit your site again, especially a converting page, you would be able to see that and set up emails to encourage them to get in contact again.

Comment by Ryan D on

This is good content but the first section is a bit inaccurate. You cannot email anyone without already knowing their email address. If you have a website visitor go to a page, doesn’t fill out a form, and leaves, you don’t have a way of emailing them. The only way to send them an email after they leave is if you already have their email address and IP address linked to know it was them. As nice as the “Website Visitors” section sounds in a perfect world, it just isn’t truly the case.

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