Leads are the very lifeblood of any successful sales or marketing campaign. Not all leads are created equal, however. Depending on what type of lead that you’re dealing with, you might need to put in more effort at nurturing them into loyal, buying customers. While this guide focuses on relatively top-of-the-funnel marketing qualified leads and how to nurture and manage them, we also look at the funnel as a whole to understand what each level implies.