Far too often, I hear about inbound marketing campaigns that have successfully generated leads but those leads haven’t converted to sales. There seems to be a misconception that inbound leads = SALES. Many business owners and sales and marketing professionals assume that the lead is ready to buy when they visit the website and download a piece of their content. In reality, many of those leads are just beginning their buyer’s journey, which means... they need to be nurtured before they are ready to purchase.
