Lead nurture programs are generally most effective at generating more warm, sales-ready leads and at segmenting prospects based on interests and behaviors, finds a recently-released study from Demand Gen Report (DGR). But despite their ability to segment prospects, targeting content by buyer stage and interest is proving to be a key challenge for these programs, according to the survey’s results.
The study asked 235 B2B marketers to rate a variety of lead nurture program challenges on a 5-point scale, with 5 representing the most challenging. Some 71% of respondents said that developing targeted content by buyer stage or interest was a 4 or 5 on that scale, far ahead of any other identified problem. This same issue was reported recently in a CMO Council study, in which respondents said that content not developed for target audiences was a top factor derailing lead flow success. Read the rest at MarketingCharts.