What is Lead Nurturing?

[Shaha Noor]

What is Lead Nurturing?


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.

On average, 50% of the leads in any system are not yet ready to buy (Marketo).
Almost 80% of new leads never become sales (MarketingSherpa).
Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost (Marketo).
Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas Group).

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.

Source: Marketo