Lead nurturing is the process of engaging leads and building relationships throughout the discovery and consideration process. Because not all leads are ready to become customers right away, the goal of lead nurturing is to create strong brand/product preference when they are ready to become sales opportunities. This is often done through a combination of content sharing, emails, and phone calls.
For example, an employee in a large organization may discover your service in March. However, due to their processes, they only do vendor reviews in Q4. Through lead nurturing, marketers can build a relationship and develop a strong brand preference for when the customer is ready to take action in Q4.