Staying in useful contact with leads who are not ready to buy yet, by sending relevant content over time, so they remember you and move closer to a decision.
Example
A Pune B2B software firm's leads who downloaded a guide but did not book a demo get one short case study every fortnight. When one of them visits the pricing page, sales is alerted.
How you'll hear it
“Don't hand these to sales yet; put them in the nurture track for two months.”
Don't confuse it with
- Drip campaign: a timed series of messages; nurturing is the goal and a drip is one way to do it.
- Retargeting: paid ads shown to past visitors; nurturing usually uses owned channels like email.
Related terms
Sources
- Marketing Qualified Lead: Everything You Need to Know About MQLs, HubSpot
- What Is a Drip Campaign?, Mailchimp (Intuit)