Today’s B2B buyers expect customized and continual engagement from vendors, and sales departments are adapting by taking on some of the nurturing traditionally carried out by marketing, including delivering content.
This white paper draws out the new path of the customer sales journey that is causing B2B companies to adapt their lead nurturing strategies, including:
- The current landscape of the new customer journey;
- The sales team’s new imperative to engage prospects and customers digitally throughout the journey;
- New tools and tactics to shorten the sales cycle, improve close rates and buyer experiences; and
- The rising use of predictive analytics to score leads, recommend engaging content and build loyalty.
