The way businesses create and nurture leads is evolving as the consumer journey grows more complicated. Instead of casting the broadest net possible and trying to stay positive, marketers are focusing on creating high-quality leads and leading customers through the purchasing process.
However, doing it on a large scale offers several difficulties. Fortunately, the tools and data sets that we have at our disposal are becoming more complex with each passing year. As these 20 incisive lead nurturing facts and infographics demonstrate, there is a larger focus on lead nurturing and automating as much of the workflow as feasible.
Lead nurturing and marketing automation are necessary factors of the B2B sales process and may have a significant influence on your organization’s bottom line.
Lead-Nurturing and Marketing Automation Statistics That Demonstrate Their Importance
1. 65% of firms say attracting visitors and leads is their most difficult marketing problem
One thing that hasn’t changed over time is that organizations still consider generating traffic, leading to their most difficult issue. The crux of this problem, however, has shifted. There are more touchpoints between customers and brands than ever before, spanning an increasing number of channels and applications – each of which provides a chance to filter down the type of leads you produce.
2. 93% of firms say that content marketing produces more prospects than traditional marketing tactics
Content marketing has progressed from a business term to an essential component of brand marketing plans. This statistic is especially intriguing coming from B2B firms who are used to generating leads through events, which is still a fantastic tactic, even if it is considered conventional. Of course, the effectiveness of content marketing for your organization is dependent on the type of material you can generate on a routine basis.
3. 93% of B2B buying processes start with an online search
This emphasizes the necessity of good content marketing, but don’t underestimate the impact of targeted ads in your search marketing strategies, particularly as Google continues to prioritize advertisements above organic rankings.
4. 96% of website visitors are not prepared to buy yet
This statistic exemplifies the significance of lead nurturing. Attracting visits to your website is only the start, and you’re missing out on a lot of revenue if you don’t have a good plan in place to nurture leads throughout the customer experience.
5. 68% of B2B companies will use landing pages to nurture new sales leads for future conversion
Many marketers are predicting the demise of homepages, as visitors will want more personalized messaging than a typical homepage can provide. Landing pages are the apparent solution to this problem – and they should be a big part of your PPC campaign – but we’re also approaching an era of dynamic, personalized content thanks to technologies like Optimizely and Google Content Experiments.
6. B2C firms who blog 11 or more times per month generate more than four times the number of leads as those that only blog 4-5 times per month
While this statistic tells a lot, there are a few factors to think about. First, when it comes to blog content, always prioritize quality over quantity, and second, remember that search engines prefer original, comprehensive content over repetitious articles. You’ll still create more prospects with 4-5 pieces of outstanding content per month than you would with 11 pieces of garbage per month.
7. According to 74% of businesses, turning leads into customers is their top goal
The fact is that every lead that does not convert at some point down the road consumes your marketing budget, therefore lead nurturing is a top concern for a large number of businesses.
8. According to 48% of organizations, the majority of their leads require “long cycle” nurturing with many stakeholders
This demonstrates how much time and effort you may have to invest into nurturing your leads. Those who arrive with minimal buying intent at the initial encounter will need more convincing, but it is better to put in extra work than let them drift away and buy the product with one of your competitors.
9. According to 54 percent of email marketers, improving audience engagement is their top objective
Given the importance of email marketing in lead nurturing, it’s surprising that most marketers claim that improving interaction is their top goal. Having customers on your email list is one thing; retaining them there and having them engage with your email content is quite another.
10. Targeting consumers with content appropriate to their stage of the purchasing process results in 72% better conversion rates
This leads us to the most crucial aspect of lead nurturing: relevancy. Understanding where your leads are in the purchasing process and offering content that matches their current requirements (whether through advertisements, web pages, emails, or anything else) is perhaps the most successful method to get them one step closer to purchasing.
11. Email list segmentation, according to 51% of email marketers, is by far the most efficient solution to customize lead nurturing
Returning to email marketing is one of the most simple methods to generate personalized content, marketers believe segmented lists are your best choice for customizing lead nurturing. They are not mistaken.
12. 34.1 percent of firms do not utilize any kind of attribution model to evaluate marketing effectiveness
Despite all of the discussion about lead nurturing and personalization thus far, 34.1 percent of marketing departments do not utilize an attribution model to assess their success. This is insane. You can’t nurture anything if you can’t correlate user behaviors to their location in your sales funnel.
13. Only 29% of businesses continue to nurture their current consumers after the first transaction
While 81% of businesses have early-stage lead nurturing strategies in place, just 29% target their current consumers beyond the first transaction. I’m not sure if this is any more or less absurd than the prior statistic. Not only are your current users more likely to purchase again than new leads, but you’ve invested a great deal of time, energy, and resources to raise them this far – so make the most of every client.
14. Lead nurturing is the most useful aspect of automation software, according to 57% of marketers
This explains why businesses spend more on automation software each year. The best approach to optimize your marketing ROI is to convert as many leads as possible. However, doing so on a large scale necessitates automated data gathering and authentication. You won’t be able to accomplish this manually for thousands of leads every month, and even if you do, you’ll be squandering time that might be invested elsewhere.
15. Marketing automation has been used by 79% of the top-performing firms for three years or more
Automation is a bit of a buzzword right now, but the best-performing businesses have been using it for a long time. It’s all about the statistics. Machines can analyze statistics and assign any number of leads in a second, enabling you to not only increase the number of leads you can manage but also save time to focus on the more innovative and personal aspects of your marketing plan.
16. According to marketers, the most significant advantages of automation include time savings (74%), improved client involvement (68%), more timely messages (58%), and expanded opportunities such as up-selling (58%)
I’m not the only one who believes that the biggest gift of automation software is time. You can always discover methods to improve your marketing ROI, but there are only 24 hours in a day, no matter what you do, and doing any activity that might be automated is a pointless exercise – your most precious asset as a company.
17. Marketing automation is seen as “very important” by 91% of users to effectively sell across various platforms
One significant advantage of automation that has yet to be addressed in any of our statistics is how it optimizes omnichannel marketing. But don’t worry, I’ve got you covered. According to research, 91 percent of marketers would prefer not to manage numerous social networks, email marketing campaigns, advertising accounts, and analytics reports without the help of a strong automation solution. You’ll know why if you’ve tried it.
18. 80% of marketers that use automation tools create more leads, and 77% convert more of those prospects
Marketers don’t like automation because it makes them lazy; we like it because it allows us to get greater outcomes. Without such technologies, multichannel, data-driven marketing would simply not function as it does today.
19. Conversion Rate and Revenue Generated are the most relevant indicators for assessing success, according to 58% of best-in-class marketing automation users
This one might be argued all day, but it’s clear that this statistic is on the correct road. However, I would say that total profit (revenue minus costs) and cost-per-conversion are also quite significant.
20. 63% of businesses that use marketing automation outsource all or part of it
The issue with automation software is that it may be costly, hard to determine between, and difficult to operate (particularly when you have a dozen or more working together). As a result, it is not surprising that 63 percent of firms that use automation outsource all or part of it to organizations with the appropriate tools and know-how.
What these statistics reveal about lead nurturing
There are many things you can learn from these lead nurturing data, but I recommend emphasizing the need to convert every lead you can in the most cost-effective way possible. Every lead consumes a portion of your marketing budget, and each one that falls through the gaps is money lost, but there is also the issue of lowering your time/money commitment in converting leads into paying clients. This is where automation software is changing the way businesses approach to lead nurturing by allowing them to manage more leads while lowering the expense of nurturing each one through the purchasing process.