Lead Nurturing is the process of developing and maintaining relationships with customers.

Nurturing potential leads to convert to prospects and eventually into a sale happens usually through content marketing and must occur within the three stages of the buyer’s journey.

To convert promising leads to loyal customers, you need to develop, build, and nurture trusting relationships through consistent and personalized marketing efforts. Over time, you can guide your prospects through the various stages of the customer journey — from initial awareness to organizational advocacy — but lead nurturing requires a thorough understanding of your audience and a distinct strategy built on best practices and innovative techniques.

Business is all about relationships, and relationships need attention to grow and stay strong. Growing relationships with your potential customers is called lead nurturing. In short, lead nurturing drives the customer experience.


  • Thinking Beyond Net-New Leads: Part 1

    Infatuation with net-new leads means lost opportunities, so B2B marketers need to push back when the sales team undervalues lead intelligence on prospects they “are already working.”

  • By now, you’ve probably heard the term “lead nurturing.” As defined by Marketo, 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.”

    That seems a little passive to me. From what I’ve seen, there is something more purposeful to the practice. It’s not just listening to the needs of your prospects but also anticipating them based on analyzing previous engagement (or lack of). And constantly testing out those assumptions to better tailor the content you provide to satisfy your prospects’ informational needs.

  • This is an exciting time in the business-to-business world.  Never before has a manufacturer in the water and wastewater market had the opportunity to control their own destiny to the extent it does right now.