Lead Nurturing
The process of developing relationships with leads through targeted content and communications until they're ready to buy.
Definition
Lead nurturing involves staying engaged with prospects who aren't ready to purchase immediately. Through email sequences, retargeting, content, and personalized outreach, you build trust and stay top-of-mind until the prospect is ready. Nurturing recognizes that B2B buying cycles are long and requires patience.
Why It Matters
Only 3-5% of leads are ready to buy immediately. The other 95% need nurturing. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Nurturing prevents leads from going cold or to competitors.
Examples
- Email drip campaigns with educational content
- Retargeting ads to website visitors
- Personalized outreach based on content engagement
- Event invitations and webinar follow-ups
How Bullseye Helps
Bullseye enhances nurturing by showing when leads return to your website. A nurtured lead visiting your pricing page signals buying readiness—you can escalate engagement at exactly the right moment.
Related Terms
Buyer Intent Data
Behavioral signals that indicate a prospect's likelihood to purchase a product or service.
Lead Generation
The process of attracting and converting strangers into prospects who have indicated interest in your product or service.
Marketing Qualified Lead (MQL)
A lead that has been determined by marketing to be more likely to become a customer based on engagement and fit criteria.
Demand Generation
Marketing programs focused on creating awareness and interest in a company's products or services.
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Related Use Cases
Lead Generation
Generate leads from your website without forms by identifying anonymous visitors.
Sales Intelligence
Real-time intelligence on website visitors for proactive sales outreach.
Account-Based Marketing (ABM)
Identify individuals from target accounts visiting your site for ABM programs.
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