Daniel Burstein

Marketing Research in Action: 65% of B2B marketers are not nurturing

So I’ve got this old friend from college. At first, we had fun. Now I only hear from when he needs something. Then after I help him out … he disappears again.

Sound uncomfortably like your B2B marketing and sales efforts? Listen in as I speak with Brian Carroll, Executive Director, Revenue Optimization, MECLABS, about lead nurturing and post-sales nurturing, based on research from MarketingSherpa’s 2012 B2B Marketing Benchmark Report and MarketingSherpa’s 2012 Email Marketing Benchmark Report.



“The goal with nurturing is not just always be closing or always be selling,” Brian said. “It’s really, always be helping.” Watch the above video to see what other insights Brian shared. Here are a few key pieces of information that may help you:

  • 0:44 Majority of B2B marketers have not established lead nurturing


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  • 2:47 Brian’s definition of lead nurturing
  • 3:02 Nurturing emails lead the way for customer lifecycle campaigns


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  • 4:23 Three dimensions of lifecycle emails – effectiveness, difficulty and use


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Related Resources:

Lead Nurturing: Build trust, win more deals by helping prospects – not selling them

Email Marketing: The importance of lead nurturing in the complex B2B sale

Lead Nurturing: 12 questions answered on content, tactics and strategy

Lead Nurturing: You could be losing as much as 80% of your sales; here’s how you keep them

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B2B Marketing