Lead Nurturing

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What Does Lead Nurturing Mean?

Lead nurturing is a marketing term for building relationships with potential clients even if they are not currently looking to buy a product or service. Lead nurturing is intended to raise a company’s profile in the potential client’s eyes, thus making it more likely that the client will go with the company’s product or service when it is time to buy. Lead nurturing is one part of the larger marketing process.

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Techopedia Explains Lead Nurturing

Lead nurturing starts once a company has a potential client’s contact information and can personalize communication with him or her. Lead nurturing may simply be an occasional email letting the client know about updates to a product or service, changes in price and so on. More complex lead nurturing campaigns involve educating the client in the advantages of a particular product or service and designing personalized pitches to encourage the client to buy sooner rather than later. Lead nurturing is a traditional marketing practice, but it has taken on new meaning now that companies can create communities around their products using social media.

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Margaret Rouse
Senior Editor
Margaret Rouse
Senior Editor

Margaret is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical business audience. Over the past twenty years, her IT definitions have been published by Que in an encyclopedia of technology terms and cited in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine, and Discovery Magazine. She joined Techopedia in 2011. Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages.