What is lead nurturing and how can you do it? Find out everything you need to know about lead nurturing, courtesy of Christelle Fraysse, Chief Marketing Officer at Workbooks.com, the affordable, feature-rich CRM solution for mid-market companies. What is lead nurturing? It’s the process of building up relationships with potential customers, with the goal of moving them down the sales funnel until they’re ready to buy. It’s very rare for a buyer to arrive on a company website with the express intention of purchasing a product or service. Most times, prospects want to find out more about the company and compare them to the competition. They will have a myriad of questions in their mind and will be constantly checking to see if your product or service has what it takes to solve their pain points. The Inbound Marketing Playbook / 66