Marketing
Definition
Lead nurturing is the systematic delivery of relevant content and touchpoints to prospects who aren't sales-ready, with the goal of moving them toward buying readiness. Nurture programs use segmentation to deliver content aligned with prospect pain points and buying stage.
Key points
- Typically automated via drip campaigns with behavioral triggers
- Content matched to buying stage: awareness, consideration, decision
- Nurtured leads convert 20-50% better than non-nurtured
- Pause nurture when prospect becomes SQL; resume if they go dormant
Example
A prospect downloads an ebook on CRM selection but isn't ready to evaluate. They enter a 6-week nurture drip with weekly educational emails. In week 5 they book a demo.
Related terms
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