2021年潜在顾客开发报告（英）-26页_9mb

LEAD NURTURING & ACCELERATION BENCHMARK SURVEY Summary

Core Content

This document presents the findings of the 2021 Lead Nurturing & Acceleration Benchmark Survey, highlighting the evolution and challenges of lead nurturing in the B2B industry. It emphasizes the shift toward more targeted, data-driven, and account-based approaches to nurture leads effectively in a modern, fast-paced digital environment.

Main Points

Lead Nurturing as a Critical Component

• Lead nurturing is a foundational element of demand generation strategies.
• It helps move leads through the sales funnel, keeps them engaged, and provides relevant content.
• Despite its importance, 56% of respondents reported that their lead nurturing performance is poor or needs improvement.

Modernization of Lead Nurturing

• The modern era of lead nurturing is marked by the use of advanced tactics and data insights.
• Social media (50%), content engagement data (49%), and virtual/hybrid events (48%) are among the most commonly used approaches.
• Account-based nurturing (44%), re-targeting (40%), and un-gated content (39%) are also gaining traction.

Challenges in Lead Nurturing

• Developing targeted content (55%) and building effective timing/workflows (45%) are the top challenges.
• Lack of sales team support (37%) and insufficient insights into best practices (36%) are also significant issues.
• Organizations are increasingly relying on conversion rates (56%) and lead volume in sales pipeline (39%) to measure success.

Segmentation and Targeting

• Industry (51%) is the most common segmentation method, followed by title/role (43%) and personas (43%).
• Company size (38%) and account (37%) are also used, but less frequently.
• This reflects a trend toward more personalized and relevant lead nurturing.

Content's Role in Nurturing

• Webinars (48%) remain the top content format for lead nurturing.
• Other popular formats include thought leadership articles (41%), email newsletters (40%), sales emails (40%), and sales calls (38%).
• 63% of respondents admitted they do not have nurture-specific content, but 25% have exclusive content, with 12% planning to add it soon.

Lead Performance and Nurturing

• 60% of respondents reported a 10% or greater increase in sales opportunities from nurture campaigns.
• 42% of organizations rely on warm-up campaigns to re-engage leads.
• 69% of leads are returned for additional nurturing, showing the value of ongoing engagement.

Campaign Types and Touchpoints

• Early-stage (69%), current client (49%), warm-up campaigns (42%), and touch campaigns (27%) are the most common types.
• 25% of respondents include 6–10 touches, and 33% include 4–5 touches.
• 40% operate with weekly cadences, while 19% use every three days.

Future Goals and Priorities

• Increasing conversion rates (70%) is the top priority.
• Generating warmer, sales-ready leads (62%) is also a key focus.
• 41% want deeper engagement data on prospects and customers.
• 40% plan to incorporate ABM strategies into their nurture programs.
• 37% aim to deliver more customized experiences through their websites.

Key Insights

• Lead nurturing is evolving: From traditional drip campaigns to more dynamic, data-driven, and personalized strategies.
• Content is becoming more specialized: With a growing emphasis on exclusive, targeted assets.
• Sales cycles are lengthening: This requires more frequent and relevant touchpoints to keep leads engaged.
• ABM and personalization are on the rise: As organizations recognize the value of engaging specific accounts and clients.
• Measurement is shifting: From response rates to conversion rates and lead volume in the sales pipeline.

Conclusion

The survey underscores the importance of modernizing lead nurturing strategies to meet the demands of today's buyers. With increased focus on data, personalization, and account-based approaches, lead nurturing is becoming more effective and integral to B2B marketing. The future of lead nurturing is likely to be more ABM-centric, with a greater emphasis on targeted content, deeper customer insights, and customized engagement experiences.