2021 Lead Nurturing & Acceleration Benchmark Survey: Moving Into The Modern Era With Highly Targeted, Account-Based Lead Nurturing

In this year’s Lead Nurturing & Acceleration Benchmark Survey, the results overwhelmingly pointed to the modernization of lead nurturing and the nuanced nature that comes along with its evolution. As lead nurturing and its accompanying strategies become a bigger priority, it’s simultaneously becoming more challenging.

In fact, 56% of respondents said their performance is poor/inadequate or needs improvement, while 84% said lead nurturing was challenging or very challenging. This demonstrates that while it’s still a core goal and major factor in campaigns, it’s growing harder to engage leads due to external factors, therefore requiring a more modern approach.

With issues such as shorter digital attention spans and people being pulled in multiple directions, organizations must get creative and enhance their approach to lead nurturing with highly customized, targeted strategies.

Throughout this report, we’ll dive deeper into the new world of lead nurturing, specifically focusing on:

  • How to combat the challenges that emerge with a modernized sales cycle;
  • The need to accurately target and engage clients at the right time;
  • The shift to nurturing warmer, sales-ready leads;
  • The importance of exclusive and highly relevant content to nurture campaigns; and
  • The lengthening of sales cycles and increased number of touchpoints.


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