Lead nurturing is the process of building and strengthening relationships with potential customers at every stage of the buying journey. A successful lead nurturing program focuses on understanding the needs of prospects and providing them with the information and solutions they are looking for to: • Establish credibility • Enhance brand awareness • Build a connection until prospects are ready to buy. Lead nurturing is an excellent strategy for companies who want to increase their sales without expanding their marketing budget. It is important because it allows you to target the most suitable and profitable prospects and optimize your marketing and sales strategies. According to Forrester, businesses that do lead nurturing well can generate 50% more sales at a 33% lower cost.