Lead Nurturing Definition

lead nurturing definition

What is Lead Nurturing?

Lead nurturing definition: lead nurturing is the act of building relationships with your leads as they pass through your customer journey.

Lead nurturing requires a brand to tailor its corporate communication to each stage of the sales funnel and answer any questions, queries or objections a customer might have.

Leads can be nurtured by way of:

For example…

Nike created its Nike Run Club platform to nurture middle of the funnel leads. It provides content to engage and inform the people who have joined the app.

These include:

  • Guided runs
  • Training plans
  • Educational videos
  • Shoe recommendations

Leads are nurtured through the content and are more likely to buy from Nike when they need a new pair of shoes.


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