We know that lead nurturing is an important component of any successful lead or demand generation program. What exactly is lead nurturing? I’ve read different descriptions but the one that made most sense to me was by Jon Miller, VP-marketing at Marketo.
Jon defines it as, “Lead nurturing is the process of building relationships with qualified prospects, regardless of their timing to buy, with the goal of earning their business when they are ready.”
In the same article, he goes on to define the four types of lead nurturing campaigns. They are:
- Incoming lead processing
- Stay in touch
- Lead life cycle