Lead nurturing is a foundational part of successful demand gen strategies, as it progresses leads from initial interest, keeps them engaged, provides them with relevant content and accelerates their buying journeys. In this year’s Lead Nurturing & Acceleration Benchmark Survey, the results overwhelmingly pointed to the modernization of lead nurturing and the nuanced nature that comes along with its evolution. As lead nurturing and its accompanying strategies become a bigger priority, it’s simultaneously becoming more challenging. 

In fact, 56% of respondents said their performance is poor/inadequate or needs improvement. When asked how the challenges of lead nurturing programs have changed over the past 12 to 18 months, 60% said it was challenging while 24% indicated that it was very challenging. 

This demonstrates that while lead nurturing is still a core goal and major factor in campaigns, it’s growing harder to engage leads due to external factors, therefore requiring a more modern approach. With issues such as shorter digital attention spans and people being pulled in multiple directions, organizations must get creative and enhance their approach to lead nurturing with highly customized, targeted strategies.