Summary
Experienced marketers understand that activity measures, such as tracking tactic engagement rates against benchmarks, don’t always correlate with the achievement of the nurture goal or revenue impact. B2B lead nurturing programs require time to process enough lead volume for marketers to determine the program’s effectiveness. Marketers must use a combination of measures to evaluate the performance of the nurture program and identify opportunities for optimization. In this report, we discuss how demand creators can assess the performance of their lead nurturing initiatives using descriptive, diagnostic, and predictive measures.
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