Source: Ascend2 and its Research Partners [download page]
Notes: The creation of relevant content is considered both the most effective and the most difficult online lead nurturing tactic, according to an Ascend2 survey of 220 marketing, sales and business professionals around the world, the vast majority (79%) of whom are B2B-focused. Indeed, nurturing prospects is the top goal of content marketing, per data contained in MarketingCharts’ report on B2B digital marketing, which also maps out content effectiveness by stage of the buying cycle.
Meanwhile, the Ascend2 survey indicates that increasing conversion rates (68%) and sales opportunities (68%) are the most important objectives of a lead nurturing strategy, with email (78%) and websites (48%) considered the most effective channels for lead nurturing purposes.
Almost two-thirds of respondents report that their lead nurturing budget is increasing either significantly (16%) or marginally (49%), and virtually all believe that the use of marketing technology is either extremely (75%) or somewhat (22%) important in effectively implementing lead nurturing tactics.
About the Data: The results are based on a global survey of 220 marketing, sales and business professionals, the majority (52%) of whom come from companies with at least 50 employees. Some 79% are primarily B2B, and another 7% sell equally B2B and B2C.