When asked to rate their current lead nurturing initiatives, respondents described them as:
97% said it was important that sales reps demonstrate a stronger knowledge of buyer needs. 66% considered this very important.
The importance of lead nurturing programs has only heightened in recent years, as more internal stakeholders are added to the consideration process and B2B organizations are putting greater time and attention to reduce risks in their selection process.
73% agree that they are relying on more sources to research and evaluate purchases.
Check out the full survey to gain in-depth insight into how modern businesses plan to improve their lead nurturing efforts.
Hover over the icons to interact with the data.
How would you rate your current lead nurturing initiatives:
With Added Pressures To Improve Acceleration Programs, Marketers Moving Beyond Over Reliance On Emails And Gated Offers
The survey also showed that marketers are planning to test more targeted and data-centric approaches to accelerating early-stage leads:
75% said they are spending more time researching purchases, up from 72% in 2018.
Using content engagement data - 48%
how does this experience work?
95% said it was important that the vendor’s sales team had more insights about their company and needs. 55% considered this very important.
Event Marketing - 53%
The specific challenges marketers are seeing related to nurtures; The increased importance content offers are playing in successfully engaging and accelerating leads; Best practices around cadences for nurture programs; and The new strategies and approaches marketers are taking to address the declining response rates.
The key differentiator that's working with B2B buyers is the ability for sales reps to educate and accelerate purchase decisions.
B2B marketers have no choice but to continue to invest in improving the performance of their lead nurture campaigns.
THIS REPORT WILL HIGHLIGHT:
Have you found lead nurturing programs to be more challenging over the past 12-18 months, in terms of generating responses:
Doing account-based nurtures - 48%
2019 Lead Nurturing & Acceleration Survey Report
74% said they conduct a more detailed ROI analysis before making a final decision, up from 70% in 2018.
Marketers are also quick to admit that nurture campaigns are becoming more challenging: