Today’s buyers engage with brands and companies through their own research across multiple channels, long before marketing or sales has the opportunity to engage with them directly.

Today’s potential buyers don’t become customers overnight— they require marketing over time as they self-educate and build trust with a company. With lead nurturing, marketers can communicate consistently with buyers cross-channel and throughout the sales cycle— addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.