What does "lead nurturing" refer to in marketing?

Lead nurturing refers to the process of developing relationships with potential customers throughout their buying journey. It involves engaging with leads by providing them with relevant information and resources tailored to their interests and needs. This ongoing interaction helps to build trust and rapport, guiding leads closer to making a purchase decision.

By focusing on nurturing the relationship rather than simply pushing for a sale, businesses can effectively support leads at different stages of their journey, which can ultimately result in higher conversion rates and customer loyalty. Establishing these connections is essential for marketing strategies, as it recognizes that potential customers may take time to evaluate their options and that a thoughtful, supportive approach can significantly influence their decisions.

The other options focus on aspects like generating new leads, scoring them, or collecting data, which are related to lead management but do not encompass the comprehensive, relationship-focused aspect of lead nurturing.