Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.
Effectively developing leads in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, and then filling out that framework with a thorough content marketing plan.
Before working or buying from your company, potential customers need to know that their best interests are being kept in mind. They need assurance that you’re reliable and that you can continually provide value. The relationship needs to be nurtured.