Many B2B marketing professionals have top-notch lead generation campaigns, but executing nurturing efforts may be more challenging. Companies that have a strong lead nurturing strategy in place are able to generate a higher number of sales-ready leads at a lower cost (1). These prospects are also more likely to make a larger purchase compared to leads who have not gone through a nurturing campaign.
Businesses are placing more emphasis on marketing return on investment, which may bring the importance of lead nurturing to the forefront. While marketers are directly responsible for generating a significant portion of company revenue, many are not taking nurturing efforts far enough (2). In particular, B2B companies are relying too heavily on email to build the relationship with prospects. While this is a highly useful tool, it can't be the only tactic brands use to engage with leads. In fact, many firms saw declining open rates over time, which highlights the need to expand to other marketing channels.
A company website may provide the biggest opportunities for lead nurturing, but businesses need to consider their lead generation forms to make the best use of this source.