Lead nurturing
DefinitionGrowth
Lead nurturing
Staying usefully present with leads who are not ready yet - sequenced emails, content, retargeting - until buying intent forms. The B2B application of future demand: most captured leads are early, and the vendor remembered at decision time is usually the one who kept teaching, not the one who kept chasing.
Evidence from the library
Building future demand takes creativity, emotion and broad reach, while converting current demand takes rational information, tight targeting and a clear CTA - the opposite skill set.Principle80%In B2B pitches, about 80% of the buying decision is effectively made before the process starts.StatHarvest the 5-15% in market today and create future demand among the other 85-95%PrincipleBuild, Nudge and Connect - the funnel rewritten around how memory works rather than how inventory sellsPrincipleAwareness, Share of Search and sales together tell you which part of the funnel brokePrinciple
Source
Marketing Definitions
standard B2B marketing practice
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