Nurture
Now that you have generated your first lead, you need to nurture them, to convert into a new customer. Depending on the product you are selling, will vary the approach you should make towards nurturing your leads.
If you are selling a lower value, high volume item, e.g. a piece of software, it makes financial sense to have as much, if not all of your nurturing process using automated emails with additional helpful content to get your lead to become your next customer.
If on the other hand you are selling a higher value item or service, speaking to them on the phone may be the best way to convert them into a customer. After speaking to them, putting them onto a lead nurturing series of emails may be wise if they are not at the right stage to have an appointment or buy.