- Published in News Briefs
To create the perfect demand plan for 2019, B2B organizations must identify what channels, content and other tactics work best at different stages of the buying journey based on the company’s business objectives, buyer demands and expectations. In-depth analysis of past campaigns, and the results generated from them, ultimately position marketers to better map out their go-to-market strategy for next year.
In 2007 it took a little more than three-and-a-half cold calls to reach a prospect. These days it takes eight. Each year it will take more. The trend is rapid and clear. What is to be done?
The word "campaign" is defined and used in many ways by B2B marketers, and sometimes the term can be confused with what are truly single assets or disjointed activities. This confusion and a lack of concentration on buyer needs are contributing to declining metrics and engagement with targeted audiences.
Lead generation remains a primary focus of B2B marketers, but many prospects fall through the cracks before they can even be qualified as a lead for the sales team. In a recent webinar titled: 3 Ways To Convert More Prospects Into Leads, speakers outlined the steps that B2B marketers need to take to properly nurture leads: relevant content, timely follow-up and effective lead scoring.
According to Craig Elias, creator of Trigger Event Selling and Chief Catalyst of SHiFT Selling, B2B marketers need to align their content with the events that trigger a purchase.