GLOSSARY

The coordinated use of relevant communications and experiences to help a prospect progress towards an appropriate next decision over time.

It helps organisations educate not-yet-ready prospects, maintain continuity across longer buying cycles and improve the quality and timing of sales engagement.

A prospect who downloads an automation guide receives role-relevant follow-up, is suppressed after booking a call and is routed to sales only when agreed fit and intent conditions are met.

Automation can amplify poor data, intrusive frequency or irrelevant content. Engagement does not equal intent, and processing must respect consent, preferences and lawful-use requirements.

Nurturing uses lifecycle data, consent, segmentation, behavioural signals and channel rules to select content, timing and next actions. Workflows should define goals, suppression conditions, hand-offs and measurement rather than send undifferentiated drip sequences.