Even if you’re the world’s best B2B or lead gen marketer, you probably only close a small percentage of your incoming leads. Another somewhat larger percentage of leads, you discard for giving bad information or not meeting your target customer profile. So what about the 50 to 80 percent of leads that meet your target customer criteria but don’t purchase immediately? You probably already know that the answer is to place them into a nurture program. Nurturing your leads is vit