Lead nurturing -- the process of developing relationships with prospects throughout the sales cycle -- is a winning strategy for B2B marketers. eMarketer reports that B2B marketers find lead nurture campaigns to outperform standard programs. According to recent data from Demand Gen Report, "such leads outperformed their standard counterparts throughout the sales funnel, with 21% of respondents reporting a 10% increase in sales opportunities from nurtured leads and nearly one-quarter a 20% lift."
The top marketing channel used for lead nurture campaigns is email. Personalization and targeting are cited as being very effective. According to eMarketer: "Nearly six in 10 B2B marketers said the ability to segment prospects based on interests and behaviors was a benefit of lead nurture programs, and similarly, about two-thirds said such efforts drove better responses to campaigns and offers due to targeting and relevancy."
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