Top B2B Marketers Measure Lead Nurturing Effectiveness To Boost Performance
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.
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