Creating relevant content most challenging lead nurturing obstacle

Creating relevant content is the biggest challenge when it comes to lead nurturing success, according to research from Ascend2.

Fifty-nine per cent of respondents confessed creating compelling content was their main pain point in regards to lead nurturing success.

Targeting by decision stage (49 per cent), targeting by prospect persona (39 per cent) and nurturing campaign workflows (33 per cent) were the next most cited stumbling blocks.

Further down the snagging list were personalising campaigns (32 per cent), multichannel integration (31 per cent) and segmenting lead data (29 per cent).

The same study also revealed the most important objectives of a lead nurturing strategy, with an increase in conversion rates and sales opportunities sharing the top at 68 per cent.