Report: B2B Marketers Continue to Benefit from Lead Nurturing Campaigns

The “2015 Lead Nurturing Benchmark Study” published by Demand Generation has revealed that B2B marketers continue to benefit from their lead nurturing efforts. More than a quarter (28 percent) of respondents said they receive a 20 percent of greater increase in sales opportunities from nurtured leads, as opposed to non-nurtured prospects.

Additionally, 26 percent said they get 10-to-20-percent better response from lead nurture campaigns compared to standard campaigns.

The biggest benefits of lead nurturing are a better response to campaigns as a result of targeting and relevancy (64 percent) and the opportunity to hone in on prospects based on their interests and behaviors (about 57 percent).

“We are definitely seeing marketers ready and willing to take nurturing to the next level, moving beyond drips to more sophisticated campaigns that align to the buyer’s journey,” said Cari Baldwin, partner and founder of BlueBird Strategies.

A Closer Look at Popular Offers and Channels

A majority of B2B marketers (69 percent) said they were primarily using white papers in their lead nurturing campaigns. Other popular offers include thought leadership articles (65 percent), webinars (61 percent) and research-based content (49 percent).

In terms of connecting to prospects, 94 percent of respondents said they were using email as a primary channel for their lead nurturing campaigns. However, 38 percent claimed they’ve utilized social media as well.

“Marketers are no longer limiting their lead nurturing programs to emails,” wrote the authors of the report.

Screenshot taken from report.