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Lead Nurturing Unlocked:

A Market Research Report

Ironpaper's survey of 250 B2B leaders explores the challenges and opportunities of moving leads through the funnel.

Effective lead nurturing is vital to keep prospects engaged. But B2B leaders face additional complexities due to long sales cycles, high price points, and group buying decisions. 

This research report discusses:

→ How to create effective engagement journeys  

→ How documentation plays a key role in moving prospects through the funnel 

→ The importance of a strong marketing-to-sales handoff 

→ What to avoid: Tactics that yield little return

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29%

B2B companies that succeed with lead nurturing and also run and document tests.

43%

B2B companies successful at lead nurturing can measure effectiveness through ROI.

48%

B2B companies that say “email blasts or newsletters” are the least nurturing tactic.

Ironpaper's survey uncovered why some B2B leaders are successful with lead nurturing. 

Ironpaper's survey of 250 B2B decision-makers shows that businesses with successful lead nurturing strategies utilize testing, documentation, and CRM data.

Methodology

Ironpaper surveyed 250 individuals with business decision-making capabilities at B2B or B2B and B2C companies. 

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