Lead nurturing is the process of communicating with prospects who are not yet ready to buy.

Only 10 to 25 percent of all leads are sales-ready. A similar percentage of leads are not qualified at all. This means 50 to 80 percent of all leads generated are potentially wasted if no appropriate action is taken.

With lead nurturing, B2B marketers can realize significant benefits. Leads that are not sales-ready are nurtured down the sales funnel until they are ready to buy. A marketing automation tool like ActiveIQ provides automatic lead nurturing to increase qualified leads and marketing campaign ROI.