Definition
An automated series of communications — email, text, calls — designed to move a lead from initial interest toward a purchase decision over time. Typically triggered by a lead capture event.
Why it matters
A nurture sequence exists because most people who inquire aren't ready to buy the same day, and without steady follow-up they quietly drift to whoever stays in front of them. For an owner, it means a lead captured today still gets worked even when the week gets busy, so hard-won interest doesn't evaporate. The tradeoff is tone: a sequence that's too pushy or too generic feels like spam, so the messages have to stay genuinely helpful to keep a prospect engaged rather than annoyed.