Businesses invest billions in marketing automation, and many assume that Automated Lead Nurturing (ALN) is a proven driver of sales. However, a new Journal of Marketing study reveals that ALN is not a one-size-fits-all solution. The research finds that while ALN improves engagement and enhances salesperson–lead interactions, its impact on sales conversions varies significantly across industries and customer segments.
Authored by Johannes Habel (University of Houston), Nathaniel Hartmann (University of South Florida), Phillip Wiseman (Texas Tech University), Michael Ahearne (University of Houston), and Shashank Vaid (McMaster University), the study examines when and how ALN effectively moves leads through the sales funnel. The findings indicate that ALN is most beneficial for new leads, short sales cycles, and lower-value deals. However, for high-value transactions and repeat customers, ALN's impact is minimal.
"Many companies assume that automating lead nurturing will automatically drive sales, but our findings show that its effectiveness depends on the context," says Habel. "For some businesses, ALN can significantly boost conversions, while for others, it may do little beyond increasing engagement."
Key Findings
- ALN Improves Engagement but Not Always Conversions While ALN increases interactions—such as email opens and website visits—these do not always translate into higher sales. Its effectiveness depends on the business model and the type of customer.
- Best Fit: New Leads and Short Sales Cycles The study finds that ALN is most effective in industries with short sales cycles and lower-value deals, where potential buyers benefit from receiving automated, educational content before speaking with a salesperson.
- Limited Impact on High-Value or Returning Customers ALN is less effective for high-value deals or returning customers who already have extensive knowledge about a company's offerings. These buyers tend to rely on in-depth research and personalized consultations rather than automated messaging.
Implications for Business Leaders
For companies using ALN, these findings challenge the assumption that marketing automation always leads to higher sales. The study highlights the importance of measuring the right metrics to assess ALN's true impact. "Many firms track vanity metrics like email open rates and clicks, but these don't necessarily indicate sales success," says Wiseman. "Instead, businesses should focus on ALN's effect on actual revenue and deal closure rates."
The research suggests that companies test ALN's effectiveness within their specific context before fully committing. Firms should:
- Assess customer type: Does ALN add value, or are leads already well-informed?
- Analyze sales cycle complexity: Does automated nurturing provide useful guidance or do customers need direct engagement?
- Measure real outcomes: Move beyond engagement metrics and track ALN's impact on sales meetings and conversions.
Finding the Right Balance Between Automation and Human Interaction
The study also warns against over-reliance on ALN, particularly for industries that rely on relationship-based selling. While automation can enhance lead engagement, it should complement—not replace—human interactions.
"Companies using ALN should ensure it supports their sales teams rather than acting as a substitute for personalized engagement," says Ahearne. "For high-value sales, a hybrid approach that blends automation with tailored conversations is often more effective."
Moving Beyond the Hype
Marketing automation is a growing industry, but this study urges businesses to think critically about how they implement ALN. While automation can drive engagement, not all engagement leads to sales. Companies that tailor ALN strategies to their unique sales process will see better results than those blindly adopting automation tools. "ALN works best when used strategically," says Vaid. "Businesses should test, refine, and measure how it aligns with their customers' needs rather than assuming it will drive conversions for every lead."
Full article and author contact information available at: https://doi.org/10.1177/00222429251321417
About the Journal of Marketing
The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster '56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm
About the American Marketing Association (AMA)
As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing , Journal of Marketing Research , Journal of Public Policy and Marketing , Journal of International Marketing , and Journal of Interactive Marketing . Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association's philanthropic arm, the AMA's Foundation , is inspiring a more diverse industry and ensuring marketing research impacts public good.
AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA's learning programs and certifications, conferences and events, and scholarly journals at AMA.org .
