Leads are the energy that fuels your company. Without a continual stream of new leads, you can't drive sales or grow your business. It's not enough, however, to generate new leads. You also need to move them from initial interest to purchasing customers. According to Hubspot, only 10% of new leads are ready to make a purchase, which means of course that 90% are not. In other words, you need to nurture the new leads you acquire.
Most articles you read about inbound marketing will likely focus on its most obvious benefits: getting the attention of an audience that's increasingly weary and less responsive to traditional advertising. As a result, you can build better leads, with a higher chance of converting them to customers.