A report by APAC research firm ClickInsights said at least 1 in 2 marketers in Southeast Asia find that nurtured leads are “more likely to convert”, indicating that nurtured leads are not just more prepared to speak with sales–they are also ready to buy.
Lead Nurturing: The Southeast Asia Perspective report, produced by ClickInsights in partnership with Marketo, an Adobe company, is based on a survey of more than 800 marketers in Southeast Asia. Respondents are from Singapore, Malaysia, Thailand, the Philippines, Vietnam and Indonesia, representing the majority of the region’s population.
The results aim to provide readers with an overview of regional trends from three perspectives:
- What a lead nurturing programme is.
- What activities form a lead nurturing programme and how to get started.
- Which lead nurturing strategies and tactics work best?
This research finds that, lead nurturing is mature in the SEA region. 72% of surveyed marketers indicate that their programme has been running for at least 2 years. More than 4 in 5 marketers spend at least one day per week working on their lead nurturing programme.
SEA marketers were particularly enthusiastic about the tangible outcomes of their lead nurturing programme on prospective customers: 60% received faster engagement from prospects and 58% received more engagement.
Some of the challenges that SEA marketers face with lead nurturing programmes are frequency of communication (60%), producing enough content (57%) and understanding where the prospects are in the buying cycle (55%).
However, marketers in SEA were overall positive about their lead nurturing programme with 8 in 10 (80%) planning to maintain or grow their lead nurturing programme in the coming year.
ClickInsights Founder, Jefrey Gomez, said, “Nearly all (92%) of respondents indicated that they use marketing automation to drive their lead generation programme & nearly 3 in 4 (72%) indicated that they were able to prove a positive ROI for lead nurturing. When scaling a business and collecting more and more leads over time, it’s beneficial to utilise marketing automation for your lead nurturing to make sure you’re touching your audience at every step of the buying journey to maximise conversions and ROI.”
“I am passionate about personalisation and taking the customer-first approach. Many of our Marketo Engage customers have successfully delivered tailored lead nurture experiences that have subsequently moved the needle for their businesses. Lead Nurture is a proven way to build engagement and credibility, at scale, with your target audience,” said Nicholas Kontopoulos, Head of Adobe DX Commercial APAC Marketing. “At Marketo Engage we have been evangelising Lead Nurture for a while now. Just earlier this year, we were named a leader in the 2020 Gartner Magic Quadrant for CRM Lead Management report where our platform was awarded for having the highest ability to execute and being furthest to the right for completeness of vision.”
The report is available for download here
PR Newswire is the official news distribution partner of ClickInsights.