Lead nurturing programs can generate greater volumes of leads
More B2B marketers are getting wise to the benefits of lead generation technology, with many noting the tools help them increase the volume of warm leads created, better segment those prospects and improve targeting efforts to reach them.
As it turns out, the ability of lead generation programs to simultaneously maximize the volume of new potential customers while still maintaining high levels of quality is critical for B2B marketers. An August 2016 survey of B2B marketer goals by Ascend2 found that improving the quality of leads and acquiring new customers were the most significant goals.
As more B2B marketers rely on lead generation programs to generate business, many are also experimenting with content marketing strategies to help find new business. A separate June 2016 study by Ascend2 emphasized the popularity of content marketing as another key lead generation tool for B2B marketers.