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Marketers Refine Segmentation Strategies To Boost Lead Nurturing Success
Brian Anderson / Demand Gen Report / August 20, 2014
B2B buyers rarely make a buying decision on the first touch. Marketers have incorporated lead nurturing initiatives into their marketing mix as a way to keep the brand top-of-mind among prospective buyers. However, they continue to struggle with keeping prospects engaged during prolonged buying cycles.
More than half (58%) of B2B buyers spent more time researching purchase decisions than they did a year prior, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. As buying cycles grow longer and longer, marketers need to have a deep understanding of their prospective customers so their content and engagement have a positive impact on buyer decisions. By segmenting their lists, marketers will be able to tailor each message specifically to individual buyer’s expectations.
Ultimately, marketers need to understand where their prospective buyers are in the sales funnel before they can effectively segment and nurture them, according to Cari Baldwin, Founder and Partner at Bluebird Strategies. “Marketers have to know where their leads are in the funnel, or they miss out on multiple opportunities.”