While B2B marketers rely on lead nurturing as part of their lead generation strategy, many continue to struggle to measure the overall impact of their nurturing campaigns — which could mean they are leaving precious time and resources on the table.
Research from Demand Gen Report’s 2015 Lead Nurturing Benchmark Study shows that roughly 40% of respondents are not sure how their campaigns are performing. For those that do measure their nurture campaigns, one-quarter (25%) are seeing 20% to 30% better response rates to nurture campaigns compared to non-nurtures.
Leading companies such as Sage and PRNewswire track engagement and conversions rates, among other performance indicators, to measure the success of their nurture campaigns.