Marketing can mean a lot of different things to entrepreneurs and business owners. For some, it’s a form of advertising and to others, it’s getting more known on Social Media. Still others see marketing as a means for lead generation: doing whatever it takes to get people into a database list. And for those that direct their marketing efforts into list building, this act alone is not enough. You also need a plan in place to actively nurture these leads. Sadly, many fall short in this critical step to converting those leads into paying customers.