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.
Where it's used
Used in B2B and high-consideration sales through email, retargeting and content. Good for leads that are a fit but not ready this quarter.
Example
A year after the download
Illustrative scenarioAn IT manager downloads a guide in March with no project in sight. A monthly email follows: a benchmark, a customer story, a short tool. No "just checking in" from sales. Next February the budget is approved, she opens the latest email and asks for a demo, without ever seeing a competitor's offer.