ABM, Personalization Driving Increased Sophistication, Increased Results
As B2B marketing continues to evolve, lead nurturing programs within organizations are getting more sophisticated. Our annual Lead Nurturing Benchmark Survey spotlights the growth of lead nurturing programs as B2B marketers adopt new approaches to existing strategies, including:
- Segmenting data as part of an ABM approach;
- Loosening the grip on gated content; and
- Deploying and integrating targeting and personalization to accelerate the lead nurturing discipline.
