Improve Marketing ROI
Lead nurturing improves the value of leads which are organizational assets with a discernible value. It is simple to assess the value of a particular lead as equal to its replacement cost, but there is an opportunity value too. For example, the value of new leads differs from old ones and marketing qualified leads are generally considered as less valuable than sales qualified leads. Conceptually, lead nurturing is an investment process that manages a portfolio of leads and develops their individual value. Increasing the value of existing leads is often more fiscally prudent than discarding and replacing them.