Positioning in the inbound marketing strategy

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Lead nurturing, literally translated as "lead maturation", refers to a marketing strategy that consists of maintaining and strengthening a relationship with prospects in order to gradually guide them towards purchasing. This approach is based on the distribution of personalized content adapted to the needs and stage of progress of the leads in the purchasing journey. The objective is to transform prospects into customers, then into brand ambassadors.

Originating from the first relationship marketing methodologies, the concept of lead nurturing took off with the emergence of inbound marketing and marketing automation tools, which facilitate the ireland email list sending of automated and targeted content on a large scale.


In an inbound marketing strategy, lead nurturing comes after lead generation. Once a visitor has converted into a lead through premium content (like white papers or newsletter signups), nurturing takes over to maintain interest and deepen the relationship.

This process is integrated into the three main stages of inbound marketing:

Attract visitors with tailored content.
Convert visitors into qualified leads via calls-to-actions or landing pages.
Close and retain by supporting these leads towards the purchasing decision through lead nurturing.
Lead nurturing thus acts as a bridge between the initial conversion and the final act of purchase, while reducing sales cycles and maximizing conversion rates.