The principal of lead nurturing is to convert a prospect or a lead to a client.

To achieve this result, the company’s marketing teams must take an “incubator” approach with leads and prospects by strengthening the relationship between the two parties. With leads, this means encouraging conversion by providing appropriate and targeted information. For example, a company’s lead nurturing strategy might involve sending them relevant and useful content, such as white papers, guides, e-books, case studies and more.

Lead nurturing can also employ multiple channels, such as email and social networks.

Marketing automation is one of the most effective tools in a lead nurturing campaign.