What role does "Lead Nurturing" serve in Marketo?

Lead nurturing in Marketo plays a crucial role in building relationships with potential customers by engaging them through consistent communication. This process allows marketers to provide relevant information and resources that align with the interests and needs of leads at various stages of their buying journey. By maintaining ongoing interactions, lead nurturing helps to educate leads, address their concerns, and guide them toward making informed decisions.

The focus is on delivering timely and personalized content that fosters trust and keeps the brand top-of-mind. As a result, leads are more likely to convert into paying customers when they feel supported and informed throughout their decision-making process. This relationship-building aspect significantly enhances the chances of successful conversions compared to approaches that lack sustained engagement.