It’s no secret. The explosion of information available to us has created the ultimate battle for attention. There are simply too many attention demands put on us:  advertisers want attention in and out of home. Friends and family want attention on Facebook and Instagram. Colleagues and every marketer alive vie for attention in our inbox.  

Yet, there’s only so much to give and the stakes are high. Marketers must ask, “How do we adapt to this to rise above the barrier of marketing noise, gain buyer attention, maintain it and convert engagement into opportunity?”

Editor’s Note: This Demanding View is the second of a two-part series of articles from Hawthorne Direct. Part 1 can be viewed here.

New research from Marketo shows that while marketers say they are “engaging” buyers, they are still lacking true engagement and executive support. In fact, 82% of marketers believe they have a deep understanding of who they’re trying to reach, but more than half of buyers (56%) disagree.

Once regarded as the entry-level stepchild of the more lucrative field sales function, inside sales is ascending within many B2B companies as buyers become more adept at virtual communications. The function today is securing additional investments and commanding organizational realignment.

Salesfusion, a sales and marketing automation platform, has integrated with Bullhorn CRM to streamline communications between sales reps and prospective customers.

B2B buyers expect relevant and contextual engagement from vendors, and progressive B2B organizations such as CenturyLink, Mendix and Auction.com are seeing success by providing personalized experiences on their websites by using a mix of technology, as well as a thorough understanding of their buyer’s journey.

Content marketing solution provider Contently launched Contently Live, a customizable content hub that the company said can help drive business results in areas such as lead generation, buyer engagement and revenue.

Adobe has released a new video marketing analytics product for measuring content and advertising campaigns. Adobe Analytics for Video enables marketers to gain a clearer picture of their video engagement, the company said.

B2B marketers are always looking to improve their content arsenal, and one of the best ways to identify what is working is to look at in-depth case studies of companies that are doing it right. This infographic from Salesforce provides key lessons content marketers can learn from companies such as Michelin, GoPro and Red Bull to enhance buyer engagement and boost customer experience.

Somewhere in the world — right at this very moment — there is a good chance a customer is engaging with your brand. We’re living in the age of buyer empowerment, an era in which digital devices provide customers with access to information they want — whenever they want it.