With the term “lead nurturing” trending lately, you may have noticed that a hot topic in recent discussions around sales and marketing is lead nurturing funnels and programs. Institutional Report: The State of Lead Nurturing. In case you’re wondering, lead nurturing is exactly what it sounds like! This marketing strategy involves taking a close look at how leads are followed up after the initial capture. This strategy works at all levels of business and in all industries, but execution strategies may vary.
Building on our close work with agencies , we wanted to better understand how marketing agencies view lead nurturing. We wanted to understand how agencies implement lead nurturing strategies into their day-to-day goals, as well as the goals of their clients. To do this, SharpSpring partnered with Ascend2 to conduct a “State of Lead Nurturing” survey, which was fielded to a panel of marketing professionals and marketing research subscribers.
What we ended up with is a rich report that gives us insight into how the industry is implementing and fighting this marketing strategy. We surveyed respondents from agencies large and small, across roles and positions, and across B2B and B2C markets to represent the broadest possible demographic. This report represents the opinions of 107 marketing professionals who provide agency services, and we think they’ll be valuable to you, too!
Current status of lead nurturing
The data is clear. Marketers seem to agree that establishing a proactive lead nurturing strategy will strengthen any marketing program. Nearly 75% of companies surveyed have either developed or are working on implementing a lead nurturing program.
We wanted to go deeper than just the basics. The india telegram data report also includes priorities, successful strategies, and top challenges among many more data points. These insights point to some common goals and struggles across these funnels. One of the most prominent issues is the problem of allocating the appropriate time and resources.
All responses in the report point to a common trend which cms should you choose for your business? towards incorporating nurturing strategies as part of the marketing campaign framework. Rather than treating the follow-up process as an afterthought, agencies are taking steps to plan campaigns that involve nurturing as an integral part of the process.
For example, most businesses want to achieve two things with their leads: improve quality and increase engagement. Lead nurturing programs work to achieve both of these goals because they focus on quality and engagement rather than quantity.
Highlights
This report is a great tool for anyone looking to benchmark their agency’s performance status or share the value of lead nurturing strategies with recalcitrant team members. Download the report and use the data as your talking points!
The notable points we found include:
- The main challenges in establishing a lead cz lists nurturing program are coordinating marketing and sales efforts, allocating adequate resources, and creating targeted and engaging content.
- The two most important parts of the plan are providing targeted content and timely follow-up.
- 82% of organizations view automation as critical to the success of their initiatives.
- 88% of marketers agree that investing more time in these areas will ultimately increase conversion rates.
- Only 6% of organizations rated their efforts as “unsuccessful”
The report also highlights the significant challenges that organizations face with these channels. One of these is generating targeted content for use in nurturing campaigns.
Content is the cornerstone of this strategy. In order to be able to successfully warm up leads, companies must have a certain level of useful, helpful, or engaging content on hand to deliver new leads. The effectiveness of your lead nurturing campaigns is directly tied to the effectiveness of your content. Understanding this means marketers can start their strategy from the right angle and adjust as needed along the way.
The report can help organizations avoid common pitfalls during the planning phase.
Key points
For anyone aiming for high-quality leads and higher conversion rates, lead nurturing is the ticket. While many agencies are struggling to find resources and bandwidth, they are stepping up to the challenge and making it work because they understand that quality is more important than quantity.
When it comes to finding a competitive advantage for your clients, using more lead nurturing channels might be just what you need. Use this data for your own marketing strategy or clip a chart to share! Either way, grab this report to help you measure your own performance.
Download the report and learn how other organizations are using lead nurturing to achieve success.
