What would you define as essential to get from the consideration process to the finalization of a purchase? For many, the key word is conquest.
From the Latin conquistare, according to the dictionary, it means "to acquire or receive something by dint of hard work; to attract the consideration of".
In digital marketing, this concept can also be extended to the result of actions invested efficiently to achieve objectives.
And it is according to this precept that the communication ruler is conceptualized and put into practice by thousands of technology-conscious professionals around the world.
Based on winning the lead, it is with it that results can be maximized and the customer network exponentially increased.
Check out the post below and understand what a communication ruler is, what a relationship marketing strategy is and what tools can enable it to be carried out properly.
If your goal is to generate and convert leads, this is essential reading. Check it out!
In this content, you'll see:
- What a communication ruler is
- Why invest in this rule in a marketing strategy
- 3 examples of communication rulers for different moments
- Communication for lead nurturing
- Lead conversion
- Customer success ruler
- What are the benefits of marketing automation in the communication ruler
- Having a qualified CRM makes a difference to the process
- Invest in this strategy for the success of your business
Happy reading!
What is a communication ruler?
After all, how can we define a communication rule? Simple. It's a way of concretizing the relationship with the customer, directing different messages and content on different channels to keep them connected to the company and interested in the products and/or services offered.
It is, in essence, a way of being remembered by the potential customer, guiding them through their buying journey in a subtle and predetermined way.
Also known as a relationship ruler, it is in this strategy that, with different objectives, it is possible to trace different paths for the user to follow, seeking to reduce the bounce rate as much as possible and increase conversion.
An effective communication ruler operates as a multichannel cadence that combines e-mail, SMS, telephone and social media to maintain relevance without saturating the public.
In lead nurturing, the consistency of the sequence and the clarity of the next step are decisive for the user's response. Good lead nurturing practices emphasize objective messages, an explicit promise of value and the progression of content by stage of the sales funnel.
During the construction and feeding of the communication ruler, the team can evolve in the sales funnel using Inbound Marketing concepts to power:
1st - insert themselves into the prospect's memory and imagination;
2 - show that they understand and meet the user's needs;
3º - offer your services and, consequently, the solution to this user's pains.
Can you see the evolution, building trust and winning over the lead? This is the main objective of the communication ruler.
Why invest in this ruler in a marketing strategy?
As well as bringing the customer closer to the qualified lead, using a communication ruler is an efficient way of having data on what distances the potential customer from the final action, making it possible to understand which of the stages need to be adjusted, thus avoiding a rejection rate that exceeds or comes close to the number of conversions.
Recent data shows that many companies lose revenue due to a lack of follow-up: according to a report cited by Constant Contact, 27% of consumers say they never hear back after the first interaction, even though 81% are open to emails and text messages.
A well-configured ruler closes this gap with reminders, social proof and contextual offers, reducing friction between interest and conversion.
It's important to note that this strategy is valid for all contact with the lead, from the first registration email to the post-sales follow up carried out to maintain the user's nutrition.
Thus, versatility and efficiency sum up what can be achieved at each stage of the journey.
See also:
- The 6 best tips on how to make a communication ruler
- Marketing automation and CRM: why is it important to use them together?
3 examples of communication rulers for different moments!
Below, you'll find practical examples of 3 moments when the communication ruler can be used efficiently to improve a company's results!
1. Communication for lead nurturing
The natural path in the relationship ruler is to nurture the lead with different stimuli and materials, creating a network of dialog and proximity, keeping the company as close as possible to the customer, in a friendly way.
Here, you can send softer content, the message of which is to offer ebooks and blogs that may be useful for the subject initially researched by the lead.
Studies from 2024 with more than 32,000 analyzed accounts indicate that regular cadences tend to generate better open and click-through rates than sporadic mailings.
On average, brands that maintain predictable intervals between triggers show higher engagement; therefore, it is worth testing weekly frequencies and adjusting the spacing according to the audience's response, always with good email cadence practices and offering progressive content.
The aim is to take them to the next stages of the sales funnel, nurturing and qualifying them more and more.
2. Converting leads
As expected from successful marketing strategies, lead conversion is sought during the flow by offering services in different ways, either directly (product promotion or trial - freemium) or indirectly (with the provision of contact to find out more).
For this focus, conversion is generally the result of a succession of contacts to create a closer relationship with the customer, avoiding a more aggressive approach based solely on sales, unaccompanied by other types of dialog and referrals.
3. Customer success ruler
Although the aim is to sell the product or service, the strategy must not stop when this objective has been achieved.
An important part of the customer relationship also lies in providing after-sales service, in order to analyze customer satisfaction and be available to strengthen this relationship.
Post-purchase messages aligned with the customer's identity and expectations increase engagement, satisfaction and repurchase intent.
Recent evidence shows that personalized after-sales communications - such as guided onboarding, usage tips and requests for feedback - increase the bond and the likelihood of return.
Prioritize event-driven flows (purchase, activation, usage milestones) and language consistent with academic literature on post-purchase.
In addition, it is at this stage that the company can offer other services that are appropriate according to the interests noted in the customer's behavior.
What are the benefits of marketing automation in the communication chain?
In view of the different channels used to develop the communication ruler and the immense number of leads, as well as the different possibilities available for users' needs, automation is a great ally for improving the process, delivering speed and ease.
This is because, using the right tools, it is possible to create a communication flow, in which the rule created is organized and triggered whenever the user reaches one of the stages pre-established by the system.
Once again, technology emerges as a way of improving results and achieving high efficiency.
When automation is integrated with CRM, the rule gains intelligence: triggers take into account history, stage and propensity, allowing dynamic segmentation and messages triggered by behavior.
Practical guides show that integrating sales data with marketing improves productivity and end-to-end personalization - start by aligning fields, qualification rules and objectives for each flow.
For example: a college can program its flow to send the first email when the user downloads an e-book.
Then, over the course of 10 days, with time slots already defined, they receive different content related to the same subject that takes them directly to different stages of the funnel, until they convert leads into enrollees, who, until then, were just curious about specific courses.
Manually controlling the stages and channels to be explored at the right time can be extremely difficult and often not very assertive, which is why automation tools should always be considered, especially for those looking for results and efficiency.
Image: What is a communication ruler and how does it help strengthen relationships with the public?
Does having a qualified CRM make a difference to the process?
Customer Relationship Management is directly linked to the objective of the communication ruler, because its aim is to personalize the service focused on results to be obtained by creating a relationship of staggered reliability with the lead.
A qualified CRM centralizes contacts, opportunities and interactions so that the ruler can personalize the journey in real time, from acquisition to after-sales.
By synchronizing lists, events and preferences, you unlock campaigns that respect the user's context, increasing response rates and reducing operational effort.
In this way, automation and CRM software are great allies designed to understand processes that would be almost impossible manually, as well as to reach a diagnosis quickly.
A qualified CRM automatically means having a tool capable of going beyond the basics, making the process increasingly effective and simple for the whole team.
Invest in this strategy for the success of your business!
An efficient ruler is all you need to boost your communication strategies to win over leads and finally make them your new customers.
Key learnings about the communication ruler for generating and converting leads
A communication ruler is the planned cadence of multichannel contacts (email, SMS, WhatsApp, social) that keeps the lead engaged from consideration to purchase and post-sale. It works when each message has a clear objective, an explicit promise of value and a defined next step, respecting the stage of the funnel: nurture with useful content (e-books, posts, guides), convert with social proof/contextual offers and build loyalty with onboarding, usage and feedback.
CRM-integrated automation increases efficiency by triggering mailings based on events and behavior, personalizing tone and timing, and measuring clicks, responses and conversions to optimize the sequence. Standardize schedule and frequency, avoid saturation, ensure easy consent and opt-out, and document the journey.
The result is less friction, more brand recall and a consistent transition from qualified lead to customer - with data guiding continuous adjustments.
To find out more about this type of relationship marketing resource, read the post "Marketing automation and CRM: why is it important to use them together?" and train your team in this type of service.
Don't waste time and go now!
FAQ - Communication ruler: how to generate and convert leads
What is a communication ruler?
It's the planned cadence of contacts (email, SMS, WhatsApp, social media and telephone) that keeps the lead engaged and guides them through the buying journey with useful, timely and sequenced messages, reducing rejection and increasing conversion.
Why implement a communication ruler in your marketing strategy?
Because it standardizes follow-ups, closes gaps between interest and action, identifies bottlenecks in the funnel and helps scale the relationship with consistency, segmentation and measurement.
Which channels to use in the communication ruler?
Email for nurturing and offers; SMS and WhatsApp for alerts and reminders; telephone for high-value cases; social media and retargeting for reinforcement and social proof. The choice depends on the stage of the funnel, consent and user preference.
How does the communication ruler connect to Inbound Marketing?
It takes the lead from discovery to decision: first it educates (useful content), then it differentiates (authority and value) and finally it invites action with social proof and contextualized offers.
How can lead nurturing be structured in the communication ruler?
Send educational content related to the initial interest (posts, e-books, videos), with clear CTAs for the next step. Spreading out mailings predictably and without saturation is essential to maintain engagement.
How to support conversion without being aggressive in the communication rule?
Use a sequence that combines value, proof (testimonials, guarantees, cases) and an offer with a fair amount of urgency (tests, bonuses, special conditions). Avoid friction with simple forms, quick answers and the option of human service.
What is the customer success communication rule?
It's the post-sales cadence that includes welcome messages, onboarding, usage tips, feedback requests and renewal or expansion offers. It strengthens the bond, increases satisfaction and improves retention.
What role does automation play in the communication chain?
It automates messages according to events and behavior (downloads, email openings, website visits), ensuring optimal timing. It also allows A/B testing of subject, CTA and channel to optimize results.
Why integrate CRM and automation in a communication ruler?
To centralize contact history, dynamically segment, personalize messages in real time and measure the impact on opportunities and revenue. This integration makes the process more efficient and intelligent.
How do you define the ideal frequency for a communication ruler?
Maintain a weekly or fortnightly cadence in nurturing. In decisive periods, reduce the interval (24-72h). Adjust according to engagement: increase for active leads and reduce or pause for cold ones.
Which metrics should you monitor in a communication ruler?
Prioritize clicks (CTR/CTOR), conversions, responses and opt-outs. Monitor time to action and impact on pipeline and revenue. Opens can be used as an auxiliary signal, but not as the main metric.
What privacy and compliance precautions to observe in
a communication rule?
Ensure explicit consent, provide easy opt-out, record preferences and respect communication times and channels. Align all practices with the GDPR and platform policies.
Portugal