What does the term "lead nurturing" primarily refer to?

Lead nurturing primarily refers to the process of building relationships with potential customers throughout their buyer's journey. This involves engaging with leads through personalized and relevant communication over time, helping them move closer to making a purchasing decision. The focus is on understanding their needs, providing valuable information, and fostering trust, which increases the likelihood of conversion.

The other options do not align with the concept of lead nurturing. Generating random leads lacks the targeted approach necessary for nurturing, as it does not consider the relationship-building aspect. Sending mass marketing emails without targeting is contrary to nurturing because it does not engage leads in a meaningful way, potentially leading to disinterest. Creating a sales pitch for existing customers is not about nurturing leads but rather focusing on those who have already converted, which falls outside the scope of lead nurturing. Thus, the emphasis on relationship-building makes this the correct choice.