A structured series of communications, typically email, designed to build a relationship with a lead over time — providing relevant information and value — until they're ready to make a purchase decision.
Why it matters
Not every lead is ready to buy immediately, especially in longer B2B sales cycles. Nurture sequences keep a business present and helpful during that gap, rather than losing touch with a lead who isn't yet ready to convert.
In a sentence
"Leads that download the pricing guide go into a different nurture sequence than leads that download an introductory guide, since they're clearly at different stages."
Related terms
- Often confused with: Drip campaign (see above).
- Synonyms: Lead nurturing.