Nurture
A sequence of communications keeping a prospect engaged until they are ready to buy.
Its real job
Nurture exists because timing rarely aligns: most people who are a good fit are not ready when you first meet them. Its job is to remain useful until the trigger event occurs, not to accelerate a decision that has no reason to happen yet.
Frequency is not the lever
RELATED TERMS
Marketing Automation Platform (MAP)
The system executing marketing programmes — email, nurture, forms, scoring — and the entry point for most lead data.
Lead Scoring
A model assigning a numeric value to leads based on fit and behaviour, so attention goes to the ones most likely to convert.
Marketing Qualified Lead (MQL)
A lead that marketing considers ready for sales attention, according to a definition both teams have agreed. Without that agreement it is a marketing activity metric wearing a pipeline costume.
Learn how to apply this: CRM Admin 101
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
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