Does attending to the educational aspect of a lead rather than his potential to lose a sale interest anyone here? Personally, I am curious about how a structured lead nurture program helps prospects in making up their mind. It seems sending targeted, customized material builds trust and closes deals over time. How do you define the audience and specify the content to be delivered? I would be particularly interested in hearing about nurturing campaigns that were able to convert cold prospects to active buyers. Sustained engagement seems more productive than aggressive selling, especially in B2B markets with protracted sales cycles. We need to pinpoint both the successful and less successful approaches.