One of the things that I love most about my role is when I'm able to visit customers and participate in a customer user group . This past week I was down in Atlanta for the Eloqua All About Revenue Success Tour and I led a breakout session on the different ways that companies measure the success of lead nurturing . Why is this so important? If nurturing is improving the number of overall leads that your marketing team is generating then everything is good, right? Wrong! Companies that are investing in marketing automation should be demonstrating to their managers, the sales team and company executives the role that technology, specifically nurturing, has played in helping the company achieve its business objectives. This of course goes well beyond technology and encompasses all of the time and effort put in to put these campaigns together. Here is a summary of three main ways that marketers are measuring the impact of their nurturing campaigns: Email Response.…