- Published in General
Bingeing is no longer confined to weekend marathons of Netflix hits such as “Stranger Things” and “Orange is the New Black.” Instead, consumer preferences are quickly transforming the business world, and forward-thinking brands are racing to create on-demand content hubs that meet modern B2B buyer expectations and are ready for their bingeing pleasure.
This year’s Campaign Optimization Series included nearly a dozen sessions jam packed into one week and filled with tactical takeaways that will help you improve your content strategies, up your direct mail initiatives and create high-converting demand experiences for months to come. Oh, and did we mention there’s a session on Fyre Festival? Yup, we went there.
Webinars continue to be a staple in many B2B demand gen strategies, with studies show that webinars are one of the most useful content formats for generating positive engagement with prospective customers. Findings from Demand Gen Report’s annual Content Preferences Survey show that close to half (47%) of respondents find webinars valuable at the early and mid-stage of their buying process. Also, close to two-thirds (64%) of B2B buyers are willing to spend 20 to 60 minutes watching a webinar — more than any other content format.
There is a recurring question that arises when assessing B2B campaigns and demand gen initiatives: what’s working? Progressive B2B organizations are putting a bigger emphasis on producing relevant messaging and content, as well as making it easier for buyers to research and make purchase decisions on their own terms.
The idea of a physical event focused on webinars is a bit ironic, but the more than 600 attendees that gathered in San Francisco this week for the third annual Webinar World demonstrated that the evolution of online events is having a fundamental influence on overall content and marketing strategies.
Creating happy, loyal customers takes more than just a stellar product and 24/7 customer support. The best brands go the extra mile to surprise and delight their customers with stand-out gifts that allow them to show off their pride, become more invested in the community and connect with other users.
In a climate where buyers are expecting and demanding relevant engagement at every touch point, B2B organizations are looking for deeper intelligence on buying signals, even before a prospect visits their website or fills out a registration form.