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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • July 9, 2014

The State of B2B Lead Nurturing [New Benchmark Research]

Editor’s Note: Today’s post comes courtesy of Sean Callahan, marketing director at Bizo and editor of Digital Marketing Remix. He joined Bizo in 2012 after more than a decade as an editor at Crain Communications’ BtoB magazine. His is the author of five children’s books, including “The Leprechaun Who Lost His Rainbow.” Follow Sean on Twitter @Sean_f_Callahan

Bizo recently released a survey that found lead nurturing is a critical tool for marketers, but at the same time, there is plenty of room for optimization, particularly when it comes to email. Some of the key findings of the survey, “The State of B2B Lead Nurturing,” are included in the infographic below. 

The survey shows that marketers are expected to contribute in a measurable way to revenue. More than half of marketers said between 20% and 60% of company revenue was marketing sourced. Lead nurturing is key to driving revenue: 94% of respondents to the Bizo survey said lead nurturing is an important part of their strategy.

To nurture their leads, many marketers rely on marketing automation software, particularly to send emails. The survey found that 72% of marketers use marketing automation to bolster their lead nurturing.

Lead nurturing, however, still has its share of challenges. For one thing, almost four out of five marketers say their email open rates don’t exceed 20%. Marketers are looking for new nurturing techniques that will take them beyond the limitations of email. In fact, 89% of marketers said they would be interested in new nurturing technologies.

For a deeper look at “The State of B2B Lead Nurturing” survey, read this definitive report. You can also find out more about Bizo Multi-Channel Nurturing by downloading this guide, “Multi-Channel Nurturing: Beyond the Inbox.”  

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