Converting B2B prospects into buyers can be a complicated, lengthy process. Essential to its success is a strong lead nurturing strategy, with data-driven touchpoints that provide personalized content for each stage of the buyer’s journey. But while most marketers agree on the importance of lead nurturing, few have perfected the process.
According to the “2022 Lead Nurturing & Acceleration Benchmark Survey,” only 16% of B2B marketers rate their current lead nurturing initiatives as excellent. It’s worth noting this number is double that of last year’s survey, when a meager 8% gave their programs the highest marks. Nevertheless, the findings show that marketers still have much work ahead. Nearly half of the respondents (47%) said their programs are average, while 37% said their lead nurturing strategies need improvement or are poor/inadequate.
This report will provide a deeper look at current lead nurturing initiatives, including the biggest roadblocks to success and new tactics that are being tested to better attract, engage and convert prospective buyers. Other topics of discussion include:
- How B2B teams are developing more advanced, account-based segmentation strategies;
- New nurturing tactics that are gaining steam;
- The metrics marketers use to measure success; and
- Top goals and priorities as marketers look to improve their nurturing campaigns in the future.
