Would you ever ask someone to marry you on the first date? Probably not. Like most romantic relationships, a customer typically needs nurturing before they're ready to make a purchase – this is especially true when it comes to life's most important decisions – whether it be buying a car, home, or maybe even an engagement ring. For marketers, the process of lead nurturing means delivering relevant information to a target consumer at each stage of their buyer journey – and when successful, expediting their path to a purchase decision. In this episode, we'll discuss the process of lead nurturing, common tactics, the power of optimization and more.