Lead Nurturing: The Southeast Asia Perspective 

Lead nurturing is an increasingly popular way for B2B brands in Southeast Asia (SEA) to engage prospects and keep them informed throughout their buying journey.

Not all lead nurturing programmes are the same and, in this report, we provide details about how – and how well – lead nurturing works across a wide variety of companies.

To get a broad and SEA-focused perspective on lead nurturing we surveyed more than 800 B2B marketers based in the region. 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?

REPORT HIGHLIGHTS

LEAD NURTURE HAS SHOWN TO DRIVE TANGIBLE RESULTS FOR SEA MARKETERS

  • 60% indicate faster engagement from prospects
  • 58% indicate more engagement from prospects
  • 53% indicate lead nurturing helped with ‘building the company’s subject matter authority with prospects’

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 STRUGGLE WITH TECHNOLOGY FOR LEAD NURTURING

  • 48% said that finding the right technology solution was challenging.
  • 40% felt that tracking/monitoring/scoring of leads was difficult.

SEA MARKETERS ARE ABLE TO SEE A POSITIVE ROI ON THEIR LEAD NURTURING PROGRAMMES

  • 72% stated they could prove their lead nurturing programme achieves positive ROI with quantitative data.
  • 26% stated they could prove their lead nurturing programme achieves positive ROI with qualitative data.

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