Business is all about relationships, and relationships need attention in order to grow and stay strong. Growing relationships with your potential customers is called lead nurturing.

Lead nurturing: The process of developing and maintaining relationships with customers at every stage of their journey, usually through marketing and communications messaging.

Automated lead nurturing uses software to send messages that are triggered by customer behavior or predetermined schedules. Since listening to potential customers and answering their questions is a crucial part of nurturing leads, automation tools also alert marketers to customer questions and comments in need of responses.

Salesforce offers easy-to-use, powerful tools for lead nurturing, including our marketing automation solution, Pardot.

Learn more about lead nurturing in Salesforce.

Trailhead: Pardot Lead Nurturing
Lead nurturing is personal, timely, and repeatable. Surprise customers with your attention to detail, delight them with your content, and engage them by listening before responding, and you’ll retain their business and earn their loyalty. Learn about lead nurturing and building a content strategy for engagement programs.

Trailhead: Nurture Prospects with Salesforce Engage
Today’s sales reps are more than salespeople. They’re advisors who know their customers’ businesses and challenges, and who can provide a personalized buying experience and solution. Understand how Salesforce Engage takes lead nurturing to a new place, helping sales reps work with marketing to engage the right prospects at the right time, and deliver personalized experiences.

Trailhead: Increase Engagement and Nurture Leads with Pardot
Delivering the right message at the right time with Pardot helps build strong customer relationships through lead nurturing. Learn to dial in the available automation tools so you’re ready to tinker with, build, and maintain your Pardot account.

Trailhead: Pardot Basics
Learn what Pardot is and how it can help you market to other businesses. Pardot tracks prospects as they interact with your company across all your marketing channels, including lead nurturing campaigns, so you can tailor your outreach.

Official Documentation: Engagement Studio
Learn all about Engagement Studio, Pardot’s next-generation lead nurturing product and the true intelligence engine of the marketing automation platform.

Official Documentation: Add the Add to Nurture Action to Page Layouts
Learn to use the Add to Nurture action to add leads and contacts to Pardot lists from Salesforce Engage.

Trailblazer Community: 6 Tips for Getting the Most from Your Leads
Quick guide to using the leads object in Salesforce to make sure that potential customers get the attention they need.

Trailblazer Community: Add Prospects to Pardot Drip Programs in Your CRM
Step-by-step tutorial for adding or removing prospects from a drip program or other marketing initiative.

Salesforce Blog: 5 Lead Nurturing Best Practices for Sales and Marketing
Lead nurturing can automate personalized messages, but it can also help both your sales and marketing teams. Learn how in this quick-read blog.

Salesforce Blog: 3 Tips to Successful Lead Nurturing
What do you really need to know to create a great lead nurturing program? It’s easy — just follow these three steps.

Video: Advanced Tips for Lead Nurturing
Gain some advanced tips to help move cold leads through the sales funnel using automated lead nurturing.

Video: Lead Nurturing: Salesforce Pardot Demo
Learn how Pardot helps marketing and sales teams work together to engage leads with targeted messages throughout the sales cycle.

Pardot: What Is Lead Nurturing?
What does lead nurturing do for marketers? It keeps them top of mind with prospects — whether they're ready to buy or not. See how.

White Paper: The Complete Guide to Lead Nurturing
What is lead nurturing? How can it help your business and how do you get started with nurturing campaigns? Check out our white paper to get up to speed on this powerful technique for marketers.