To paraphrase an old saying: You can lead a prospect to your website, but you can't make them buy. On the other hand, you can improve your chances considerably with a lead nurturing campaign, helping your prospects every step of the way.

Almost two-thirds of leads aren't sales ready. But rather than ignoring the ones that aren't ready yet, you can strategically nurture them to grow your haul of sales-qualified leads. Building trust and fostering relationships with qualified prospects, regardless of their stage in the buyer's journey, is a key element to uncovering quality leads that can be nurtured through the funnel.
However, creating a successful email nurturing strategy isn't always simple. And pinpointing exactly where things are going wrong is often a process of trial and error. Fortunately, a few nurture campaign best practices can help break through common challenges and improve results.