Adobe Campaign Business Practitioner (CBP) Certification 2025 – 400 Free Practice Questions to Pass the Exam

The term "lead nurturing" specifically refers to building relationships with potential customers until they are ready to buy. This process involves engaging with leads through various forms of communication, such as emails, personalized content, and follow-ups, which help to educate and inform them about a product or service over time. Lead nurturing is essential because it allows businesses to stay top-of-mind with potential customers, addressing their needs and concerns throughout the buying journey, ultimately facilitating a smoother transition to making a purchase.

This approach is centered around delivering value and fostering trust rather than making immediate sales pushes. It contrasts with actions focused on acquiring new customers or completing purchases through discounts, which generally do not emphasize the long-term relationship aspect that nurturing entails. While generating leads and offering discounts may be part of a broader marketing strategy, they do not encapsulate the essence of nurturing, which is about the ongoing engagement and development of potential customers' interests.