# Lead nurture

URL: /workflows/plays/lead-nurture · Id: `play:lead-nurture`

> Lead nurture enrolls each Lead who has not bought in a Sequence keyed to what they do, ending at purchase, reply or 90 silent days.

Lead nurture enrolls each [Lead](/business/nouns/lead) who has not bought in a [Sequence](/business/nouns/sequence) keyed to what they do, ending at purchase, reply or 90 silent days.

## Ratings
| Dimension | Rating | Reads |
| --- | --- | --- |
| Scalability | 4 of 5 | high: higher grows further with spend or automation |
| Cost | 1 of 5 | very low: lower costs less per Customer |
| Latency | 3 of 5 | medium: lower answers sooner |

## Budget
| Property | Value |
| --- | --- |
| Tier | $0 |
| Minimum effective budget | $0 a month |

## How it runs
The [Studio](/business/nouns/studio) rolls it out to one cohort at a time: startups with more open [Leads](/business/nouns/lead) than [Customers](/business/nouns/customer).

## Processes
Runs as [Inbound sales](/workflows/processes/inbound-sales), accountable to the [Marketing Team](/agents/marketing).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | [Outside paying Customers](/agents/founding#outside-paying-customers) |
| Motions | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| Venues | [Gmail](/workflows/plays#gmail), [Outlook](/workflows/plays#outlook), [Yahoo Mail](/workflows/plays#yahoo-mail) |
| States | [Building](/business/lifecycle/states/building), [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Steps triggered by what a Lead does convert more open Leads to paying Customers than steps on a fixed calendar. |
| Measure | [Outside paying Customers](/agents/founding#outside-paying-customers) over 90d, at least 200 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A meal-planning app holds 3,000 [Leads](/business/nouns/lead) from its free plan. A Lead who saves three recipes gets the grocery-list step, and a Lead who goes quiet gets one question. The [Sequence](/business/nouns/sequence) ends at purchase, reply or 90 silent days.