Automated lead nurturing can streamline engagement and scale your outreach. But left on autopilot, it can actually suppress conversions—and your team might not even know it.

Many B2B sales teams rely on automated lead nurturing (ALN) to build pipeline at scale. But is it doing what you hoped it would? And when it doesn’t, what’s going wrong? 

New academic research reveals a subtle but critical mistake in how most teams deploy ALN—and how it leads to missed meetings, disengaged buyers, and lower conversion rates. The problem? Salespeople often overlook nurtured leads or fail to act on the insight those nurture sequences provide. 

Watch this replay of Dr. Nathaniel Hartmann, Professor of Marketing and Senior Researcher at the University of South Florida, as he debuts his original research on the real impact of automated lead nurturing and what separates high-performing teams from the rest. 

Watch now to learn: 

• Why ALN alone isn’t enough to improve lead conversion, and what’s missing from most nurture strategies 

• How automation can increase buyer engagement, but only if sellers follow up the right way 

• How sales leaders can coach reps to act on ALN insights and create richer, more conversion-ready conversations 

You’ll also get research-backed guidelines to improve seller-buyer information exchange, lead quality, and meeting outcomes.
 
This session combines academic rigor with real-world application, based on multiple large-scale studies and 18 deep-dive interviews with ALN users. Whether you lead a sales team or support revenue enablement, this is your chance to rethink your lead nurture strategy—before another high-potential buyer slips away unnoticed. 

Research Unwrapped, hosted by Emblaze revenue community by Corporate Visions, gives you access to the latest B2B sales research, presented by the researcher who conducted the study. You’ll get evidence-backed insights and practical ways to apply them with your team.