According to Demand Gen Report’s Lead Nurturing Benchmark Study, two-thirds (66%) of B2B marketers are tailoring their nurture programs based on the actions and interests of the prospect. This tailored experience provides buyers with the relevant and contextual information they need to move down the sales funnel. However, 40% of those marketers are seeing no measurable difference in nurtured leads within their funnel versus non-nurtured leads. This highlights a clear disconnect in how B2B organizations are measuring their funnel from top to bottom.
Effectively measuring campaigns can help B2B marketers prove what’s working — and what’s not. They can then highlight how they’re impacting the company’s bottom line, which will potentially lead to more budget and resources.
