Lead Nurturing is a maturing discipline and many organisations have been quick to implement such programmes to foster sales through interaction with their prospects. However, many organisations have been quick to do so without getting the strategy right first. A study by Forrester1 concluded that Lead Nurturing is still "the most immature part of demand management today", and there remains an obvious divide between companies in the early stages of Lead Nurturing and those that have successfully implemented mature nurturing strategies. This guide is designed to help the reader identify and avoid popular misconceptions about Lead Nurturing programmes that often result in wasted effort and resources. For marketers, it sets out best practice guidance on the development and execution of Lead Nurturing strategies which can be used to convert quality leads and deliver higher sales revenues.