Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Lead nurturing is usually done by sending out helpful content to prospects and moves them from the top of the funnel (ToFU) to the bottom of the funnel (BoFU) where they are ready to make a purchase decision. Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Still not convinced? Some refer to this as “drip marketing.”.