Marketers are ignoring lead-nurturing through e-mail

01/20/2012 | MarketingSherpa

E-mail enhanced by marketing automation and behavioral targeting is crucial to lead nurturing, given that 73% of leads not yet ready for sales, according to a MarketingSherpa report. Lead-nurturing campaigns have been demonstrated to yield a 35% increase in return-on-investment, yet 65% of marketers say they haven't implemented one, leaving buyers stuck in the funnel -- and money on the table, writes David Kirkpatrick.

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