Stop. Losing. Leads.
Most businesses have moved past the point of relying on word of mouth for growth. Whether a brand is engaged in passive or active marketing, leads are being generated. While a larger portion of those leads might be quality leads, only a small portion of them are being actively cultured to the point of close. Unnurtured leads are money left on the table.
In any economy, weak or strong, customers have too many choices and more power over how they exercise those choices. Both B2B and B2C still require at least 10 brand touches before converting. By not attending to warm leads, brands are basically abdicating those potential customers to their competitors.