Lead Nurturing

Lead nurturing is the process of developing relationships with prospective customers, from the first contact up to the purchase.

This usually involves engaging them with relevant content, offering personal support according to their needs, and trying to delight them throughout every stage of their buyer’s journey until they are ready to buy from you.

To achieve the best results with your nurturing campaigns, don't limit your campaigns to email or calls — make sure to include social media touchpoints across Twitter and LinkedIn, for example.

Unlike active closing, lead nurturing aims at staying top of mind so the prospect is more likely to make a purchase when there’s a need rather than proactively trying to convert them right away.