47% of B2B Marketers Still Only Rate Lead Nurturing Initiatives as ‘Average’

As B2B marketers look for more ways to improve their lead nurturing strategies, new research indicates that they are turning to social media and personalization to do so.

DemandGen recently published its “2022 Lead Nurturing and Acceleration Benchmark Survey,” and statistics suggested that most B2B marketers (47%) would still only rate their existing lead nurturing initiatives as “average.” Furthermore, 30% admitted that their initiatives “need improvement.”

That being said, the majority of B2B marketers (46%) are now turning to social media as they look to enhance their nurture programs. About 35% claimed that they are using enhanced personalization strategies, while 33% are utilizing content engagement data.

“As B2B teams look to level up their lead nurturing strategies, many marketers are embracing a multichannel approach and experimenting with new tactics to better engage prospective customers,” wrote the researchers behind the report.

Leveraging the Potential of Social Media for B2B Marketing

Although not all B2B marketers have begun prioritizing social media as a digital marketing channel, previous research suggests that more are recognizing its potential to drive revenue.

Wpromote conducted the “2022 State of B2B Digital Marketing” report, and data indicated that most B2B marketers (50%) now cite social media as their most effective digital marketing channel for boosting revenue. This was followed by content marketing (47%) and email (41%).

As a result, 52% of B2B marketers intend to increase their budget for social media in the new year. About 44% said they will do the same for content marketing, while 32% are set on increasing their budget for paid search.