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May 28, 2013
Article

Marketing Research Chart: Messaging tactics for effective lead nurturing

SUMMARY: In this week’s chart, we look at the MarketingSherpa 2012 Lead Generation Benchmark Report to learn about the messaging strategies marketers use to nurture leads. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.
In order to create an engaging experience with your audience, you must be attentive to their preferences. What content do they want or need? What subject matter is in demand, and in what format do they want to receive it?

Therefore, we asked respondents …

Q: Which of the following have been the most effective for nurturing your leads?

View Chart Online

Click here to see a printable version of this chart



Despite the interest in new messaging tactics, such as infographics and podcasts, email newsletters have been rated as the most effective channel for nurturing leads, with 57% of respondents indicating as such.

Comparatively, infographics (8%) and podcasts (6%) were not widely selected by our respondents.

This is perhaps due to how email newsletters present marketers with a great deal of testing capabilities, allowing them to collect data on the most effective content to pinpoint precise times their audience wants to receive it.

Tactics, such as whitepapers (35%), thought leadership articles (35%) and webinars (30%) — all tactics highly geared for a B2B market — performed strongly, as well.

This is likely due to the general nature of B2B purchasing. B2B buyers typically take longer to buy, spend more on their purchases and involve more people in their purchasing decisions than everyday consumers. This creates a greater need for informative materials to satisfy their needs, and evaluate the various features of available solutions.

Points to consider

Has your organization tried new messaging tactics for lead nurturing? How have these tactics performed when compared to more "tried and true" tactics like whitepapers and email? Have email newsletters maintained the same effectiveness in nurturing leads toward conversion?

For more information about lead generation, download the free excerpt from the 2012 Lead Generation Benchmark Report. And, be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Useful links related to this research

Lead Nurturing: Pilot campaign increases conversion 32.6% with automated emails

Email Marketing: The importance of lead nurturing in the complex B2B sale

Lead Nurturing: How much content is enough?

Lead Nurturing: Fewer emails yield 225% more sales leads


Comments about this Chart

May 29, 2013 - Putri of serenewriter.com says:
This is a great finding! I always believe that email newsletter is a powerful tool to keep in touch with customers, despite the trend of social media networks. Social media do have their own role in spreading the message but email newsletters (although it's actually a mass mail) are more "private", as they land rightly to your mailbox, nobody can't access but you. This way, we also realize that customers choose to be approached as a person, not a prospect.


May 29, 2013 - Dave Green of MarketingSherpa says:
A great deal depends on how someone ultimately measures lead nurturing effectiveness. One way is to look at the number of opt-outs, opens and clicks. Another is to look at the percentage of leads that become sales ready. A third is to look at the conversion of sales-ready leads into opportunities, proposals and wins. A fourth is to look at the pipeline and revenue from proposals and wins. A fifth is to look at these units of conversion from a unit cost standpoint (e.g., cost per lead). A sixth is to look at expense to revenue ratios at different stages of your pipeline. All of those measurements are important but many of them depend on getting your sales team to follow up and report back accurately. And these conversion stages and ratios have relationships to each other: you can't see them in a vacuum. The other dimension is the nature of the content. What kind of content fits which of delivery method best? And then there is the issue of sequence. Is there content that works better with those early in their consideration and are there methods of delivery that work better early-on? For marketers to be effective with lead nurturing, they need to look at all of these considerations in order to make steady improvements in the conversation of leads into wins and revenue.



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