GLOSSARY
Lead nurturing
DEFINITION
Lead nurturing is the work of guiding a contact from first interest through to the purchase decision, with content and automated messages designed for the stage they are at.
It is typical of B2B, where decisions take months. It is done with email sequences (the welcome, the deep dives, the messages for contacts who have gone cold), technical content and a score (lead scoring) that alerts the salesperson when the contact is ready.
You need a CRM that marketing and sales use together, plus a marketing automation tool. It is the heart of our B2B lead nurturing service.
