Lead nurturing is the process of building a relationship with viable prospects until they become ready to buy.
Nurturing is commonly defined as the action of nourishing, feeding, or cultivating. Good gardeners know that producing a bountiful crop does not happen overnight, and certainly not by coincidence. From planning to pruning to picking, the best fruits are the ones that received the best care possible.
Similarly, for an initial inquiry to actually become a sales-ready lead, you need to do a lot more than just call every six to eight weeks to follow up; you need to send your viable prospects meaningful and educational content on a regular basis to help them grow. This prolonged contact not only provides useful content to your prospects, but ensures that you will be the first company that comes to mind when they are ready to buy.