Kate Athmer writes in “Business 2 Community“, “Lead nurturing should be one of the most effective aspects of your demand generation strategies. In fact, 81% of B2B marketing executives ranked email as the most effective tactic for engagement with later-stage prospects, according to the 2018 Benchmark Survey Report.
This is likely because email heavily supports lead nurturing – a critical component of the demand generation engine. Without lead nurturing to convert more contacts into sales opportunities, your pipeline can’t scale.
Without an effective lead nurturing plan in place, you’re often wasting a lot of the time, resources and budget you’ve already invested in identifying audiences and generating net-new contacts….”