We gathered insights from 200 B2B sales and marketing professionals to understand what makes or breaks revenue teams’ lead generation and nurturing strategies, and we uncovered some helpful gems that you can start incorporating today.

The findings in our “Data-Driven Strategies for Lead Generation and Nurturing” survey series show that while intent data and personalized, multichannel approaches are critical for lead generation and nurturing success, a majority feel they are not fully achieving their goals in lead nurturing.

Read on to learn more about the overall discoveries, or download the marketing survey report or the sales survey report to dive into results yourself.

 

Embracing Intent Data for Competitive Advantage

According to the surveys, intent data is increasingly being adopted as a critical tool for B2B professionals. 76% of marketers and 69% of sales professionals reported using intent data in their strategies, with more than  attributing their success in high-quality lead generation to this data-driven approach.

Sarfarz Sayed, Predictiv Co-founder, stated:

“Intent data is revolutionizing how revenue teams approach lead generation and nurturing. Our surveys demonstrate that intent data is essential for both sales and marketing teams. It allows them to capitalize on real-time buying signals and enhances their ability to engage prospects at the right moment, leading to more effective and timely outreach.”

 

The Power of Personalization

Personalization emerged as another key factor for successful outreach and engagement. 72% of marketers and 69% of sales professionals are leveraging intent data to personalize their communications. Personalized content, tailored to the prospect’s needs and behaviors, was identified as a major contributor to higher engagement, improving both lead generation and lead nurturing efforts.

 

Gap in Lead Nurturing Effectiveness

Despite the positive impact of intent data and personalization, only 1 in 3 professionals from both groups described their lead nurturing efforts as “very successful.” This indicates a clear gap in the ability of many teams to effectively nurture leads through to conversion, with room for significant improvement in nurturing strategies.

Sarfarz Sayed further explained:

“Successful lead generation and nurturing require a data-driven, personalized approach. Teams that effectively utilize intent data and create meaningful, multichannel experiences for prospects are seeing significant improvements in their conversion rates and lead nurturing efforts.”

 

Actionable Insights for B2B Teams

For sales and marketing teams looking to improve their strategies, Predictiv recommends the following actions based on the survey findings:

  • Leverage Intent Data: Integrate intent data into your sales and marketing platforms to prioritize leads and personalize outreach for more effective lead generation and nurturing.
  • Invest in Personalization: Develop personalized content tailored to each prospect’s specific needs and behaviors, improving engagement and increasing conversion rates in your lead generation efforts.
  • Deliver the Right Content: Use a variety of content that resonates with prospects at every stage of the buyer’s journey, ensuring a consistent and cohesive approach to lead nurturing.

 

The full reports are available for download: