Less than half of marketers have a lead-nurturing program to support their lead-generation efforts, according to a BtoB survey. Almost 3 in 4 marketers who described their lead-generation practice as "highly effective" use a nurturing program. Still, more than half of marketers expect to grow sales "more" or "significantly more" in the next 12 months, with lead nurturers more optimistic than the others.

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