Lead nurturing: top challenge for marketers

As B2B marketers strive to impact ROI and improve their organisation’s bottom line performance, lead nurturing is currently topping the list as the most significant challenge. In recent years, modern marketers certainly have had their fair share of trials and tribulations so it probably doesn’t come as a surprise that they are now equipped with knowledge of the obstacles that lie ahead.

Initial survey findings from Green Hat’s 2012 B2B Marketing Outlook Research indicate that nurturing leads is a bigger challenge than generating them which are a reversal of results from last year’s report. “We see an up and coming trend now towards lead nurturing, which demonstrates that marketers are taking responsibility beyond demand generation, and working towards the delivery of qualified leads to their sales force, “says Andrew Haussegger, Co-Founder and Managing Director of Green Hat.

Lead nurturing has become the centre of attention for marketers as it helps them with communicating consistent and relevant messages that addresses the pain points of prospects, irrespective of their buying stage. “By providing the right content you strengthen the relationship with a potential buyer,” notes Haussegger.

The importance of getting content marketing right should not be underestimated in an era where customers are demanding relevant information to be delivered anywhere anytime. “In order to be successful at nurturing leads, marketers need to move away from mass communications to a one on one communications approach that targets each individual at the right time,” explains Haussegger.
To have your say and share B2B marketing experiences, we invite you to participate in Green Hat’s B2B Marketing Outlook Research survey. As an added bonus all participants will receive a $100 discount for ADMA’s B2B Marketing seminar in February.

Andrew Haussegger will be presenting “Survey findings from the B2B Marketing Outlook Research for Australia 2012” at the ADMA B2B Seminar in Melbourne (28 February) and Sydney (1 March).  For more information about the event and to register please click here.