Lead nurturing involves building relationships with potential customers over time through strategic communications. It starts by understanding customers' needs and providing helpful information. For example, if prospects are concerned about onboarding, sample training materials and customer testimonials could be shared. While only 25% of leads are truly qualified, lack of nurturing causes 79% of marketing leads to not convert. Companies that effectively nurture leads generate 50% more sales-ready leads at 33% lower cost and see leads make 47% larger purchases. Nurtured leads also produce 20% more sales opportunities.