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Lead nurturing

Lead nurturing occurs in both B2B and B2C settings.

In B2B is the process of building relationships with potential buyers at every stage of the marketing and sales funnel, with the goal of guiding them toward making a purchase. Through targeted communication, personalized content, and ongoing engagement (via email, webinars, and other channels), businesses can address the specific needs, pain points, and questions of prospects over time. Nurturing is particularly important in B2B, where sales cycles are often long and involve multiple stakeholders, requiring sustained effort to keep prospects engaged and informed. Successful lead nurturing increases the likelihood of converting leads into sales-ready opportunities.

In B2C, lead nurture is handled by marketing and may include content or offers and discounts.

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