This question comes up time and time again as we often associate lead nurturing as a very linear process, whereby we attract and nurture new leads to our business and push them through the funnel from top to bottom.
But the concept of nurturing should apply to all prospects in our database - whether they are new, existing or indeed already a customer. What differentiates them from one another is all down to segmentation and targeting them with the right message for who they are in their lifecycle with us. And rather than being a linear process, a prospect may move back and forth from different lifecycle stages so be sure to change your messaging accordingly.
While new and existing leads are different animals by nature, managing them comes down to a simple law: Always keep them moving.