Lead nurturing, a standard practice facilitated by marketing automation

A new survey by Econsultancy that surveyed more than 350 B2B marketing professionals in North America and Europe reveals that, Lead nurturing, a standard practice facilitated by marketing automation, is an area showing a noticeable gap in sophistication between Leaders and their peers.

One can observe that, there is a 23-percentage-point divide in the level of usage of marketing automation for lead nurturing. Similarly, significantly fewer non-Leaders are using their systems’ lead scoring capabilities (37 percent, versus 48 percent for Leaders). It was seen that both these areas are very much on the radar, with 50 percent and 47 percent of companies, respectively, planning to use these tactics.