Converting B2B prospects into buyers is often a complicated, lengthy
process. This is especially true for high-dollar purchases, such as software, that involve multiple stakeholders. There are a lot of balls in the air, and lead nurturing campaigns must consider the role each stakeholder plays in the decision-making process.
Additionally, a strong lead nurturing strategy requires data-driven
touchpoints that provide personalized content for each stage of the buyer’s journey. While most marketers agree on the importance of lead nurturing, there’s ample opportunity for improvement. Although some B2B marketers have made strides in enhancing their strategies, the “2022 Lead Nurturing & Acceleration Benchmark Survey” found that just 16% of B2B marketers rate their current lead nurturing initiatives as excellent.
This special report provides a deeper look at current lead nurturing and acceleration initiatives, including the biggest roadblocks to success and new tactics that are being tested to better attract, engage and convert prospective buyers. Specific topics of discussion include:
- How B2B teams are developing more advanced, account-based segmentation strategies;
- The ever-increasing role intent and first-party data plays in helping serve up highly personalized and targeted outreach throughout all stages of the sales cycle;
- How to humanize the lead generation process beyond form fills and into targeted outreach campaigns; and
- The must-have platforms, technologies and strategies assisting marketing teams in their lead scoring and generation efforts.
