In a digital age where inboxes are inundated and digital ad channels are oversaturated, old school marketing tactics such as direct mail are becoming a bigger focus for integrated campaigns at all stages of the buyer journey.
B2B marketing has hit a wall. Audiences are getting harder to reach, campaigns are fractured across channels and, for many brands, performance is flatlining.
Mastering personalized marketing is a lot like owning a car — your once shiny, new tools will need an upgrade and a fresh coat of paint every now and then. As marketing technology evolves and B2B companies are able to glean more information than before on current and prospective customers, it might be time to reevaluate your personalized marketing tactics.
Nothing turns off a buyer more than a disjointed, complex experience with a B2B brand. According to our own research shows that, when buyers are selecting a vendor in a purchase decision, two-thirds (66%) of buyers said the timeliness of a vendor’s response to inquiries was vital to their purchase decision, while 73% said the winning vendor demonstrated a stronger knowledge of their needs. Other research shows that more than half (51%) find themselves overwhelmed by the amount of content available.
At the SiriusDecisions Summit in Las Vegas this week, LookBookHQ announced that it has rebranded to PathFactory, aligning to the company’s newly released content insights and activation engine. The solution aims to provide insights into the impact of content on the buyer journey and help marketers optimize content to grow ROI proactively — similar to the types of content recommendations you see from companies like Spotify and Netflix.