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A few weeks ago I was conducting training for about 50 B2B organizations. At one point, I asked all the participants a very simple question: “How do you use digital marketing?” Most of the participants who responded shared that they use digital marketing to generate new leads. Once the organizations obtain leads, marketing forwards the information to sales and the job of marketing is done. Sales departments, however, can’t always close the lead on a first try, and lead nurturing is required. This is where ...