What is Lead Nurturing?
The verb "to nurture" means to care for, cherish and nourish - and that's exactly how lead nurturing can be described.
It involves all the steps within a lead management process that a company plans in order to provide interested leads with the right information at the right time.
The most important purpose of lead nurturing is therefore to nurture B2B leads generated through inbound marketing with automatic marketing measures so that they are eventually ready to take up products or services.
However, marketing and sales can only implement this really well if more extensive data about the lead is known. Now, prospective customers do not normally enter additional information into a form on their own.
Here, companies can help a little, for example with high-quality content or by collecting relevant data based on their behavior: If they open newsletters or click on links, this can be tracked and evaluated accordingly.