Nurturing · lead nurturing
Nurturing consists of maintaining the relationship with a prospect who is not yet ready to buy, through useful content and follow-ups, until they are.
A concrete example
Example
A prospect requests a quote but postpones the project. A sequence of useful emails (advice, case studies) keeps them warm until their decision, weeks later.
Why it matters
Most leads are not ready to buy right away. Without nurturing, they forget you and go to a competitor. Automated, it recovers revenue that would otherwise be lost.