How to Nurture Window Shoppers Into Loyal Customers

🚨 TL;DR: You don’t need more leads. You need a better process to nurture the ones you already have.

Lead Generation Is Not Your Problem—Lead Nurture Is

Most B2B companies obsess over generating leads. But the real issue? Converting mid-funnel leads into revenue.

📉 Only ~3% of buyers are actively “in market” at any given time.
📊 That means 97% of your leads aren’t ready to buy—yet.

Your job is to build trust and stay top-of-mind until they are.

"The lowest hanging fruit is mid-funnel, not top-of-funnel."
– Andy Mewborn, Founder at Distribute.so

"I have become obsessed with the nurture problem."
– Todd Busler, CEO of Champify

What’s Wrong With Most Lead Nurture Strategies?

Let’s play this out:

You’ve got 3,000 leads sitting idle. They’ve clicked a few emails. Maybe visited your pricing page. But they haven’t converted.

You’ve got:

✅ Great content
✅ Eager sales reps
✅ A full tech stack

So… why aren’t you closing?

The Problem:

• ❌ Mass-blasting doesn’t work – buyers expect personalization

• 🤖 AI personalization helps, but can’t replace a rep who understands the ICP

• 🧊 Not all leads are equal – but most GTM teams treat them that way

• ⏱️ You’re missing the “moments that matter” – the small signals that reveal intent

• 📉 NRR is your North Star, but it’s a lagging indicator

Mid-Funnel Isn’t Just a Stage—It’s a Black Hole

The B2B world over-indexes on lead gen and under-invests in mid-funnel conversion strategies.

You likely already have the leads you need to hit your revenue goals—they’re just not being nurtured properly.

What Are “Moments That Matter”?

Want to know who’s quietly becoming your next best customer?

Look for behavior that signals buying intent and future Net Revenue Retention (NRR).

Common signals:

• Viewed the CEO’s LinkedIn profile

• Visited the pricing page

• Referred by a current customer

• Engaged with a case study

• Recently hired a head of sales

• Clicked on email CTAs

• Attended an event or webinar

• Followed industry influencers

• Started using the product or free trial

• Mentioned your brand on Slack or LinkedIn

These aren’t random. These are patterns. Track them.

📈 Why Focus on High NRR Customers?

"The savviest revenue leaders are asking: How do I optimize top-of-funnel based on what we know about high NRR clients?"
– CRO who built GTM teams at Medallia, Pendo, and IBM

Here’s the business case for focusing on mid-funnel optimization:

1. 💸 Reduce CAC: Cut waste by disqualifying ~90% of cold leads

2. 🎯 Increase close rate: Focus reps on the hottest 10% of leads

3. 🧠 Prioritize learning: Discover what turns leads into loyal, high LTV customers

4. 🔁 Enable repeatability: Build playbooks for consistent conversion

Step-by-Step: Turn Mid-Funnel Leads Into Loyal Customers

💡 This isn’t a pipeline problem—it’s a process problem.

Here’s how to fix it:

1. Analyze Your Best Customers

• Identify what they did before buying

• Spot repeatable “moments that matter”

2. Cross-Reference With Existing Leads

• Match signals from your current mid-funnel leads

• Use tools like your CRM, data enrichment, and engagement analytics

3. Prioritize and Personalize

• Segment the top 10% of high-intent leads

• Align the right asset + message + timing + channel

4. Use Targeted Offers Based on Intent

Examples:

• 📩 Add to newsletter

• 🎟️ Invite to private events

• 🧪 Offer a free trial or pilot

• 👥 Ask for product feedback

• 🤝 Introduce to a peer or customer

• 📚 Share a tailored case study

• 🗨️ Start a web chat from pricing page visits

5. Build a Repeatable Playbook

"When [ICP-type lead] does [intent signal] at [moment], send [asset/message] via [channel/person]."

Scaling This System

AI helps surface patterns. Tools like MoxieGTM help you scale:

✅ Prioritize warm mid-funnel leads
✅ Run nurture experiments
✅ Build enablement into workflows
✅ Increase revenue without increasing CAC
✅ Deliver insights your CFO will love

Final Takeaway: You Don’t Need More Leads

You need:

• Better signal detection

• More experimentation

• Stronger sales/marketing enablement

• A focus on high NRR outcomes

Try MoxieGTM

MoxieGTM is partnering with Series B+ revenue leaders to run low-risk pilots. Identify your top 10% of mid-funnel leads. Convert them. Scale what works.

Subscribe to MoxieGTM

By Richard F. Purcell · Launched 2 years ago

The newsletter for the busiest, most sophisticated GTM leaders. Discover step-by-step instructions for implementing unconventional GTM experiments, drawn directly from the operators who ran each campaign.

By subscribing, I agree to Terms of Use, and acknowledge its Information Collection Notice and Privacy Policy.