Abram Interstate Insurance Services, a B2B marketing company that caters to insurance agents, turned to the marketing automation service Act-On Software to revamp its marketing strategy and better nurture prospects to boost sales.

Given the long sales cycles most B2B organizations have, lead nurturing is typically a critical part of marketing strategies. However, a sneak peek at the preliminary results from our annual Lead Nurturing & Acceleration Benchmark Survey reveal that B2B marketers are struggling with the results of their campaigns to maintain or advance the initial interest of prospects.