B2B Nurturing Efforts Need to Grow Up
As marketers take more responsibility for revenue and buyers dodge sellers, lead nurture can no longer be an afterthought
While the vast majority (nearly 90 percent) of B2B marketers are currently running lead nurture programs, per a recent study, such programs still leave a lot to be desired. Amid the growing power of purchasing committees and their unwillingness to engage with salespeople directly, the onus is on B2B marketers to segment their content to align with various stages of the sales funnel and make their communications with buyers much more personalized.
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