Businesses invest billions in marketing automation, and many assume that Automated Lead Nurturing (ALN) is a proven driver of sales. However, a new Journal of Marketing study reveals that ALN is not a one-size-fits-all solution. The research finds that while ALN improves engagement and enhances salesperson–lead interactions, its impact on sales conversions varies significantly across industries and customer segments.
Automated lead nurturing boosts sales—but only under the right conditions
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