Lead nurturing is a marketing strategy designed to support and maintain relationships with prospects throughout their buyer’s journey in order to convert them into customers. This approach involves regularly sending personalized, high-quality content, such as articles, tips, or social media posts, tailored to the prospect’s needs and stage in the buying process. It also allows for qualifying leads by gathering additional information and helps build customer loyalty after the purchase. Lead nurturing is particularly effective in sectors with long sales cycles, as it helps build trust and maintain engagement until the purchase decision is made.