Lead nurturing is the process of building relationships with potential customers who are not yet ready to buy, with the goal of guiding them through the sales funnel until they are prepared to make a purchase. This involves providing relevant and personalized content, addressing their pain points, and staying engaged over time. Lead nurturing is often done through email marketing, targeted content, and automated workflows that deliver the right information at the right time. By effectively nurturing leads, businesses can increase conversion rates, shorten the sales cycle, and build trust with potential customers, ultimately leading to more successful sales outcomes.