What does “lead nurturing” mean in the context of HubSpot CMS?

Lead nurturing in the context of HubSpot CMS refers to the process of engaging leads through tailored content that meets their specific needs and interests. This approach recognizes that leads are at different stages of their buyer's journey and may have varying concerns or preferences. By delivering personalized and relevant content—such as targeted blog posts, emails, webinars, or offers—businesses can build relationships with leads over time, guiding them closer to making a purchase decision.

This strategy is crucial for effectively nurturing potential customers, as it helps maintain their interest and trust, ultimately leading to higher conversion rates. Tailored content is more likely to resonate with leads, encouraging them to engage further with the brand, whereas generic content may not address their individual concerns or motivations. Additionally, nurturing goes beyond simply providing information; it involves consistently engaging with leads on multiple platforms, making them feel valued throughout the process.