Automated lead nurturing boosts sales—but only under the right conditions

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.