HOW TO: Create a lead nurturing programme in five steps

At its core, lead nurturing is the process of cultivating leads that are not yet ready to buy. Successful lead nurturing anticipates the needs of the buyer based on who they are (using profile characteristics like title, role, industry, etc.) and where they are at in the buying process. Nurturing keeps prospects engaged by providing relevant content (such as white papers or webinars) that are the best fit for their situation.