Marketing automation tools are becoming increasingly important to today's lead generation efforts, but firms cannot abandon the human element of working with prospects. It's that human touch that shows prospects you care about them and leads to greater sales success, says Dan McDade, author of the book The Truth About Leads.

"There are so many companies now, and rightfully so, looking at marketing automation solutions and other tools. Those are all great, but remember nothing really happens until somebody has a conversation with somebody else," he says.

That human element can also prevent firms from losing the many long-term opportunities that get "left on the floor" because the prospect isn't ready to buy. You need a process that moves them closer to the sale, McDade says.

Listen as McDade discusses:

• The best approach for lead nurturing
• How to communicate and get the attention of executives
• Why firms need quality leads not just more leads
• How to overcome disconnections between sales and marketing
• The one thing you must do to improve lead generation

(Time: 14:52)

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By Dan McDade