Nurturing

What Is Nurturing in Marketing?

Nurturing, or "lead nurturing," is a marketing strategy aimed at building and developing a relationship with prospects or potential customers throughout their buying journey. The goal is to support them with relevant, personalized content until they are ready to convert.

In e-commerce and digital marketing, nurturing is often based on automated campaigns (emails, targeted ads, educational content) tailored to prospects' behaviors and needs. For example, a prospect who has viewed a product page might receive additional information or promotional offers to encourage them to complete their purchase.