2021年潜在顾客开发报告（英）-26正式版

LEADNURTURING&ACCELERATIONBENCHMARKSURVEYMOVINGINTOTHEMODERNERAWITHHIGHLY-TARGETED,ACCOUNT-BASEDLEADNURTURINGSPONSOREDBYExecutiveSummaryLeadnurturingisafoundationalpartofsuccessfuldemandgenstrategies,asitprogressesleadsfrominitialinterest,keepsthemengaged,providesthemwithrelevantcontentandacceleratestheirbuyingjourneys.Inthisyear’sLeadNurturing&AccelerationBenchmarkSurvey,theresultsoverwhelminglypointedtothemodernizationofleadnurturingandthenuancednaturethatcomesalongwithitsevolution.Asleadnurturinganditsaccompanyingstrategiesbecomeabiggerpriority,it’ssimultaneouslybecomingmorechallenging.Infact,56%ofrespondentssaidtheirperformanceispoor/inadequateorneedsimprovement.Whenaskedhowthechallengesofleadnurturingprogramshavechangedoverthepast12to18months,60%saiditwaschallengingwhile24%indicatedthatitwasverychallenging.Thisdemonstratesthatwhileleadnurturingisstillacoregoalandmajorfactorincampaigns,it’sgrowinghardertoengageleadsduetoexternalfactors,thereforerequiringamoremodernapproach.Withissuessuchasshorterdigitalattentionspansandpeoplebeingpulledinmultipledirections,organizationsmustgetcreativeandenhancetheirapproachtoleadnurturingwithhighlycustomized,targetedstrategies.Thisneweraofleadnurturingincludesmoreadvancedapproachesthateliminatethelengthydripcampaignsofyearspast.Thenewtacticsandapproachesrespondentsareimplementingwiththeirnurtureprogramsinclude:•Socialmedia(50%);•Re-targeting(40%);•Contentengagementdata(49%);•Virtual,in-personandhybrideventmarketing(48%);•Account-basednurtures(44%);•Un-gatedcontent(39%);and•Analyzingintentdata(37%).22021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTHowwouldyourateyourcurrentleadnurturinginitiatives?12%Poor/inadequateNeedsimprovement44%36%Average8%Excellent32021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTHaveyoufoundleadnurturingprogramstobemorechallengingoverthepast12-18months,intermsofgeneratingresponses?60%24%8%IthasnotbeenchallengingtogenerateresponseswithournurtureprogramsIthasbeensomewhatchallengingtogenerateresponseswithournurtureprogramsIthasbeenverychallengingtogenerateresponseswithournurtureprograms42021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORT44%ofrespondentsindicatedthattheircurrentleadnurturinginitiativesneedimprovement.Themoreinterestingapproachesintheabovelistincludesocialmedia,account-basednurturesandre-targeting,whichdemonstratesanotableshiftawayfromtraditionalmethods.Throughoutthisreport,we’lldivedeeperintothenewworldofleadnurturing,specificallyfocusingon:•Howtocombatthechallengesthatemergewithamodernizedsalescycle;•Theneedtoaccuratelytargetandengageclientsattherighttime;•Theshifttonurturingwarmer,sales-readyleads;•Theimportanceofexclusiveandhighlyrelevantcontenttonurturecampaigns;and•Thelengtheningofsalescyclesandincreasednumberoftouchpoints.52021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhatnewapproaches/tacticshaveyoutakenwithyournurtureprogram?Usingcontentengagementdata49%Doingaccount-basednurtures44%Usingintentdata(i.e.insightshighlightingbuyersthatarein-market)37%Incorporatingvideomessaging31%29%EnhancedpersonalizationstrategiesUsingsignaldata(i.e.newhireannouncements,roundsoffunding,etc.)17%12%Usingpredictive/AI62021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTTheContinuedSuccessOfNurtureCampaignsLeadnurturingisacoreneedofanydemandgenerationprogram,andthesurveyreinforcedtheideathatpeoplearestillseeingvalueandreturnoninvestment(ROI)comingoutofthenurturecampaigns.Forexample,thetopbenefitsrespondentsindicatedinclude:•Generatingwarmer,sales-readyleads(75%);•Betterresponsetocampaigns/offersduetotargeting/relevance(52%);•Abilitytosegmentprospectsbasedoninterests/behaviors(51%);•Leadsmovingfasterthroughthefunnel(42%);and•Higheracceptanceofleadsfromsales(40%).Thebenefitsofwarmer,moresalesreadyleadsfurtherindicatewhyleadnurturingisanessentialpartofthebuyer’sjourney.Simplycontrastitwiththe“old-fashioned”way,sotospeak:Ifanorganizationsendsaleadawhitepaper,whetherthey’reinmarketornot,chancesaretheprospectwon’trespondorbereceptivetofurtheroutreach.Speakingtothesuccessofthesecampaigns,60%ofrespondentsindicatedthattheyareseeinga10%increaseorgreaterinsalesopportunities.Thisshowsthatleadnurturingworks,andit’sacriticalcomponentofanyB2Barsenal.72021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhathaveyouseenasthebiggestbenefitsofleadnurtureprograms?Generatingwarmer,sales-readyleads75%Betterresponsetocampaigns/offersduetotargeting/relevance52%51%Abilitytosegmentprospectsbasedoninterests/behaviorsLeadsmovingfasterthroughthefunnel42%82021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTHowhavenurturedleadsperformedwithinyourfunnelversusnon-nurturedleads?36%30%17%10%NomeasurabledifferenceWeseea10%increaseinsalesopportunitiesfromnurturedleadsWeseea20%increaseinsalesopportunitiesfromnurturedleadsWeseea30%increaseinsalesopportunitiesfromnurturedleads92021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTHowPractitionersAreTargeting,Segmenting&TimingDespitethedemonstratedpotentialforsuccesswithleadnurturing,it’snotwithoutitschallenges.Forexample,thetopdifficultiesrespondentsindicatedinclude:•Developingtargetedcontentbybuyerstage/interest(55%);•Buildingtherighttiming/workflowsforcampaigns(45%);•Lackofsupportfromsalesteamsinfollowinguponnurturedleads(37%);and•Lackofinsightsintobestpracticesonleadnurtureframeworks(36%).Accuratelytimingandtargetingleadsiskeyhere,asthetoptworesponsesindicateorganizationsarestillstrugglinginthoseareas.Thisemphasizestheneedformarketerstofocusonbuildingtheseskillsets,whichhelpstoidentifythespecificsofwhatcontenttosend,howoftentosenditandonwhichchannels.Whenitcomestomeasurementmetrics,therewasashiftawayfromassessingresponseorclick-throughrates,asthehighestpercentageofrespondentsindicatedthey’renowbasingmeasurementonconversionrates(56%)todeterminehowleadsareprogressing.Additionally,alargepercentagesaidthey’relookingatleadvolumeinsalespipeline(39%),whichindicatesaninterestinmeasuringdirectrevenueimpact.102021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhatareyourbiggestchallengeswhenitcomestoleadnurtureprograms?Developingtargetedcontentbybuyerstage/interest55%Buildingtherighttiming/workflowsforcampaigns45%Lackofsupportfromsales37%36%35%35%teaminfollowinguponnurturedleadsLackofinsightsintobestpracticesonleadnurtureframeworkAnonymousvisitorstothewebsiteDecliningresponseratesShortageofdataonwhichleadstonurture31%112021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTThehighestpercentageofrespondentsindicatedthey’renowbasingmeasurementonconversionrates(56%)todeterminehowleadsareprogressing.Perhapsoneofthebiggestindicatorsofnurturecampaignmodernizationwashoworganizationsaresegmentingnurturecampaignsby:•Industry(51%);•Title/role(43%);•Personas(43%);•Companysize(38%);and•Account(37%).Industrysegmentationwasthemostpopularmethod,whichmakessenseasitprovidesmorerelevancethansegmentingbytitle,roleorcompanysize.Thisshowsthattoday’sleadnurturingcampaignsaredesignedtobemuchmoretargetedandrelevant,whichisstrengthenedbypersonastieforsecond.122021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhatmetricsdoyouusetomeasureleadnurturingsuccess?45%39%39%35%22%Emailclick-throughratesRevenueLeadvolumeinsalespipelineEmailopenratesCost-per-lead132021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTHowdoyousegmentyourdatabaseforleadnurtureprograms?51%43%38%37%28%WesegmentbyindustryWesegmentbytitle/roleWesegmentbycompanysizeWesegmentbyaccountWesegmentbyfunnelstage142021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTContent’sRoleInEngagingLeadsShiftingovertocontent,organizationsmustprovidehighlytargetedandrelevantassetstotheirleads.Although63%ofrespondentsadmittedtheydon’thavenurture-specificcontent,themoretellingpercentageistheamountthatdo.Withmorethan25%indicatingtheyhaveexclusivecontentfornurtures,backedbythe12%thatindicatedtheywanttoaddexclusivecontentwithintheyear,it’sclearthecategoryisslowlybutsurelymovingintomodernization.Webinarsremainedthetopcontentformat,cominginat48%—a15-pointincreasefromlastyear.Webinarsarerelativelyeasytocustomizetomeetprospectsinthebuyer’sjourney,whichisakeycomponentofnurturecampaigns,makingthemavaluableasset.WhilewebinarscontinuedtheirNo.1reign,otherhigh-rankingitemsinclude:•Thoughtleadershiparticles(41%);•Emailnewsletters(40%);•Salesemails(40%);and•Salescalls(38%).152021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTDoyouhavecontentoffersthatareusedexclusivelyfornurtureprograms,oraretheymultipurposeassets?No,weonlyhavemultipurposecontent63%Yes,wehaveexclusivecontentforleadnurturing25%No,butweplantocreateexclusivenurturecontentwithinthenext12months12%162021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhichtacticshaveworkedbestwithinyournurtureinitiatives?48%Webinars41%Thoughtleadershiparticles40%Emailnewsletters40%SalesemailsCustomercontent(i.e.casestudies,reviews,etc.)39%172021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTPercentageOfReturnForNurtureWithre-targetingcampaignsroundingoutthetopfiveapproachesfornurturecampaigns,itcomesasnosurprisethat69%ofrespondentsindicatedthatatleast10%oftheirleadsarereturnedforadditionalnurturing.Thisdirectlycorroboratesthetrendoftargetingwarmer,moresales-readyleads,as42%oforganizationsindicatedthattheyrelyonwarm-upcampaigns.Whatpercentageofyourleadsarereturnedforadditionalnurturing?10%-25%22%25%-50%28%Morethan50%19%18AnalyzingCampaignTypesToDemonstrateMostSuccessInsteadoffocusingononetried-and-truemethod,itappearsthatorganizationsarerelyingonamixedbagofnurturecampaigns.Specifically:•Early-stage(newlead,completedform)(69%);•Currentclient(upsellandcross-sell)(49%);•Warm-upcampaigns(42%);and•Touchcampaigns(salesownerreachedSQL)(27%).It’sinterestingthatmorethan1/3ofrespondentsareactuallynurturingexistingclients,especiallybytyingcross-sellandupsellopportunitiesintonurturecampaigns.ItindicatesanadvancedstepforwardandopensthedoorforABMcomponents.Additionally,thesurveyindicatedthatmorethan1/3ofrespondentsarerunning11-20differenttypesofprogramsandincludingmoretoucheswithinthem.Thismakesiteasierforbuyerstoself-navigatetheirjourneys,suppliesthemwithavarietyofdifferentresourcesandacceleratesthenurturecycle.192021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhichtypesofleadnurturingcampaignsdoyoucurrentlyhave?69%42%29%27%22%Early-stage(newlead,completedform)Warm-upcampaignAdvanced-stage(specifictorole/title/industry/company)Touchcampaign(salesownerreachedSQL)Trialnurture(followingfreetrialrequest)202021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORT25%ofrespondentsareincludingbetweensixand10touches,whilealmost1/3areincludingfourtofive.Specifically,25%ofrespondentsareincludingbetweensixand10touches,whilealmost1/3areincludingfourtofive,indicatingthepractitioners’realizationthatleadsrequireabreadthofresources.Additionally,modernnurturecampaignsdon’tjustrelyonmonthlyorquarterlyreach-outs;instead,they’requicklybecomingmorefrequent,timelyandrelevant.Mostrespondentsindicatedtheyoperatewithweeklycadences(40%),followedbyeverythreedays(19%).Whenexaminedthroughthelensofthelengtheningsalescycle(29%ofrespondentsindicatedsixtoninemonths,comparedtolastyear’s18%),it’smoreimportantthaneverthatleadsremainengagedwithmultipletouchpointsandcadencestokeeptheopportunityattheirtopoftheirminds.212021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTWhatisthetypicalcadenceofyournurturecampaigns?40%20%17%WeeklyEverythreedaysEveryotherweek222021LEADNURTURING&ACCELERATIONBENCHMARKSURVEYREPORTConclusion:TheVisionOfModernNurtureProgramsLookingintothefuture,theresultsindicatethatleadnurturecampaignswillbecomemoreABM-centric—asindicatedthroughtheincreaseprioritygiventowarmleads—aswellasmoresculptedarounddata.Withaneyeonmodernization,let’sexaminethefuturegoalsandprioritiesrespondentsindicatedfortheirnurtureprograms.Increasingconversionratesledthecharge,as70%ofrespondentsindicateditasapriority.Giventhatthepremiseofleadnurturecampaignsrevolvesaroundguidingleadsthroughthesalescycleinthehopesthey’llbecomecustomers,thisisthelogicalNo.1answer.Closelyfollowingincreasedconversionrateswasthedesiretogeneratewarmer,sales-readyleads(62%).Ratherthansearchingfornewleadsandhopingthey’reimpressedwiththecontenttheyreceive,it’softenmorebeneficialfororganizationstotargetleadsthateitherwentsilentatsomepointduringthesalescycleorfocusonengagingexistingclientswithcross-sellandupsellopportunities.Complementingtheanticipatedmovetowardleadnurture-exclusivecontentisthefindingthat41%ofrespondentsindicatedtheywanttogetdeeperengagementdataonprospectsandcustomers.Iforganizationscancreatealargerdatapooltodrawinsightsfrom,itwillenablethemtocreatemoretargeted,customizedcontentthat’smorerelevanttoleads.ItalsoappearsthatABMiscontinuingtostrengthenitsgripontheB2Bindustry,as40%ofrespondentsindicatedthedesiretoincorporateABMstrategies.Thiscouplesnicelywiththedesiresformoredataandtargetingwarmleadsorcurrentclients.Towrapuponacustomizationnote,37%ofmarketerswanttodeliveramorecustomizedexperiencethroughtheirwebsiteinthecomingmonthsandyears.Aswebsiteshouseprimarilyalltheinformationandassetsleadsarelookingfor,it’smoreimportantthaneverthatorganizations’webpagesarereadyforthechallenge.23Whataresomeofyourfuturegoals/prioritiesforyourleadnurturingprograms?70%62%41%40%37%