Traditional lead nurturing involves sending interesting content to your leads at specified intervals. You track click-throughs, time on page, subscriptions to email newsletter lists, and downloads of gated content to try and move your lead forward in his or her purchasing journey. It has its benefits and it’s worked reasonably well for a long while, but it also has serious drawbacks. Although every marketer understands the importance of lead nurturing, statistics reveal that all too many are struggling to meet their goals. • 59% of marketers say that their lead nurturing programs are failing • 63% struggle to know their leads’ goals at each stage in their journey

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