The account knows you. It is not buying yet. Stay useful, keep watching, and do not push a meeting.
Nurture is one of the four quadrants of the Demand Compass. It holds accounts with high brand awareness and low readiness to buy: they know you, they follow your work, but nothing in their behavior says they are in a buying window right now.
It prevents the most common demand-gen mistake: pushing a sales meeting on an account that is aware but not ready. That burns the awareness you spent a year building. Nurture names those accounts explicitly so they are neither spammed toward a meeting nor forgotten until a competitor catches the window.
An account lands in Nurture when its awareness score is high and its readiness score is low. Marketing owns the play: keep being useful with category education and relevant content, and keep the Signal Radar pointed at the account. You are not selling; you are staying top of mind until a readiness signal fires.
Use Nurture for accounts that engage with your brand — newsletter opens, post reactions, event attendance — but show no active buying behavior such as repeated pricing-page visits, a relevant new hire, or a stack-naming job post.
A VP of Engineering follows your newsletter and reacts to your posts (awareness is high). There is no pricing-page activity, no new budget owner, no buying trigger (readiness is low). The account belongs in Nurture: send the next genuinely useful thing, do not book a demo, and wait for the radar to change.
Nurture sits above Cold (which has low awareness too) and below Sales-Ready (same awareness, but ready to buy). It is the opposite of In-Market, where an account is ready but does not know you. When a readiness signal appears, a Nurture account moves toward Sales-Ready and Activation runs. See also the decay rule.
From The Demand Compass: The Signal-Based GTM Framework for B2B Marketing Leaders in Complex Sales, by David Moreira and Marcos Stubrin (automate rev.ops.).
ISBN 979-8-9969092-1-6 (paperback). Get the book →