Lead nurturing is vital to any purchasing journey and it’s important for marketers to understand the difference between Lead Generation and Lead Nurturing.
Lead generation is the process of generating excitement around specific products and services in order to bring potential new customers into the sales pipeline. This can be done by way of inbound or outbound marketing, including your website, calls to action, lead forms and digital ads.
Lead nurturing is understanding your leads and knowing where they are in the purchasing process and staying with them until they’re ready to buy.
Lead nurturing involves gaining the trust of your prospects by demonstrating that you understand their needs and are speaking specifically to them.
This nuanced process includes: