Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey

According to Marketo’s benchmark study, on average, 50% of leads are not yet ready to buy. Lead nurturing creates automated, ongoing communication with your potential buyer throughout the sales cycle and beyond— maximizing results and revenue for your organization.

Modern lead nurturing enables you to listen and respond to buyers on multiple channels (not just email). And now, with breakthroughs like personalization software, the marketer can nurture anonymous leads; touching the entire lifecycle and creating a more personalized and engaging experience than ever before

Businesses today exist in an increasingly connected market. Buyers expect an extremely personalized, cross channel experience. They do not want to be spoken to; instead, they want to be listened to. Companies want to create relationships with potential buyers, helping to build trust and eventual advocacy.

Lead nurturing facilitates your buyer getting to know your business—it’s essentially courtship before marriage. With lead nurturing you spend time establishing a relationship with your buyer and building trust. As a result, when you communicate with your buyer, you are welcomed instead of being regarded as intrusive. Without effective lead nurturing, communicating with your buyers can feel like an awkward first date, full of mistrust and hesitation.


1) Lead Nurturing Increases the Propensity to Buy: Relationships are critical in today’s sales cycles, and lead nurturing enables you to create and maintain that relationship over time. Lead nurturing also helps you be present on the channels your buyer uses to engage with others, increasing the chance they will take the plunge, and purchase your product.

2) Branding and Thought Leadership: When done well, lead nurturing plays a critical role in building your brand. Buyers are people too, and people are subject to emotional influence in their decision-making. Specifically, the more complex a decision, the more likely people are to use heuristics (experience based techniques that help in problem solving, learning and discovery).