The State of Lead
Nurturing for
Mid-Size Companies
Research conducted by
GetResponse MAX and Ascend2
Wanna optimize your lead nurturing
processes for maximum results?
Your company needs leads to grow and thrive. But it's not enough to know how to attract new leads — you also need a dependable approach to take those leads and turn them into customers. Enter: lead nurturing!
What's inside:
Together with Ascend2, we've surveyed 124 marketing professionals from mid-size organizations with 50 to 500 employees. In this report, you'll find their answers, along with our analysis, that'll help you get a better understanding of what makes a successful lead nurturing program - and how you can set up one yourself.
You'll learn:
- The top priorities marketers set for their lead nurturing programs
- The greatest challenges marketers face when setting up their programs
- What elements play a strategic role for a lead nurturing program to succeed
About the research partners
GetResponse MAX is the world’s trusted all-in-one online marketing platform, with a team of experts ready to help you make the most of it. Today, more than 350,000 customers in 182 countries trust GetResponse. With 20-plus years of experience, we deliver excellent, proven digital marketing solutions. GetResponse MAX offers a set of online tools under one roof, tailored and scaled to your business.
Ascend2 creates original research content, building brand and thought leadership. Ascend2 is comprised of a dynamic and experienced team of research and marketing professionals, who specialize in delivering turn-key, research-based content programs.
Frequently Asked Questions
What percentage of mid-size companies have a well-designed, measurable lead nurturing strategy?
Only 22% of mid-size companies have a lead nurturing program that is both in place and part of a well-designed, measurable strategy. Nearly three-quarters (73%) report having a program in place or currently in development, but a quarter of respondents (25%) admit theirs isn't part of a well-designed strategy.
What is the most frequently used digital channel for lead nurturing?
Social media is the most-used digital channel for lead nurturing, cited by 78% of mid-size marketers, narrowly ahead of email at 74%. Website personalization (38%) and paid advertising/retargeting (37%) trail well behind these top two channels.
How important is automation software to lead nurturing performance?
Automation software is considered important by 89% of mid-size marketers, combining the 40% who call it "very important" and 49% who call it "somewhat important." Just 2% say it's not important at all.
Why is content creation the biggest challenge in lead nurturing, even though it's considered essential?
Creating targeted and engaging content is the top-ranked challenge for 46% of mid-size marketers, yet 60% simultaneously name targeted content as one of the most essential elements of a successful nurturing program. The gap shows marketers know what's needed but struggle most to execute it.
Would allocating more resources to lead nurturing improve conversion rates?
Yes: 94% of mid-size marketers agree that dedicating more time and resources to lead nurturing would improve conversion rates, with 38% strongly agreeing and 56% somewhat agreeing. Only 3% disagree, and none strongly disagree.
The State of Lead Nurturing
for Mid-Size Companies
Research conducted by GetResponse MAX and Ascend2