What is Lead Nurturing Part One

Lead Nurturing: Definition  

According to the commonly accepted definition, “lead nurturing (literally “raising prospects”) is about maintaining or strengthening a marketing relationship with prospects who are not yet mature enough for a sales action.”  

In practice, how does lead nurturing work? You have set up lead generation shares. However, not all leads are the same.  

Some are truly potential customers while others do not fit your targeting criteria.  

Among those who meet your criteria, there are a few who are ready to buy but most still need to be accompanied in their purchase journey. 

Lead nurturing allows you to maintain the conversation and to create a relationship of trust between the lead and the brand.  

This digital marketing approach has two advantages:  

• Advance the lead in the purchase process;  
• Collect lead information to customize and contextualize interactions.  

Concretely, you will share personalized content in the form of email sequences to your leads to make them go from one step of the conversion tunnel to another.