To provide some background, PPS started incorporating Lead Nurturing via email into the projects we do last year We use an AppExchange Product called Lead Follow Up and as we accumulate email addresses from the calls we make, we then put the person into the Lead Nurturing campaign and the person gets an individualized email each week after that (we typically run on a 20 week cycle.)
Your database of prospects represents the present and future value of your business. If you are not consistently updating your prospect database you are losing sales. Every wrong contact name, bad email address and company that you do not know is out of business, is costing you sales. You are wasting time marketing to the wrong companies and the wrong people. And if you are not consistently adding new prospects to your marketing database, your sales will automatically shrink.