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.