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.
In 2018, sales and marketing professionals have access to data we would have never thought possible just a few years ago. Today, teams can get a picture of which companies out of their total addressable market (TAM) are the best fit for their business. It’s also possible to discover their intent to purchase what’s on offer. So, why do sales and marketing teams waste so much time knocking on doors that mostly go unanswered?
Imagine a marketing approach that values quality over quantity, cares more about conversations than sales pitches and — oh yeah — is said to achieve higher ROI than other activities by 97% of marketers.
Developing personalized content experiences is an ongoing task for B2B marketers today as buyers expect vendors to fully understand how their solutions affect business outcomes for their companies. Organizations such as VIAVI Solutions, Avanade and Eastern Bank are finding new ways to provide personalized video content across channels to better engage target audiences and understand their pain points.
Messaging applications are a common appliance on smartphones today. Facebook Messenger, What’s App and Slack all play an important role in both personal and professional lives. In fact, a 2017 eMarketer study found that more than three-quarters (76.3%) of the world’s smartphone users use a mobile messaging app.
Now, this trend is expanding into the business world as B2B gravitate to quick, authentic engagement mediums as they research new solutions.
For many marketing organizations, marketing qualified leads (MQLs) are entrenched as the holy grail of measurement and success. However, there is a new set of metrics quickly emerging as marketers continue to focus less on volume, and shift to more precise tactics around impacting and influencing targeted accounts and key buyers.
The SiriusDecisions Demand Waterfall has transformed the way thousands of B2B organizations have approached, managed and tracked lead management over the past decade. This week at the SiriusDecisions Summit 2017 in Las Vegas, that iconic framework was transformed to address many of the fundamental shifts towards account strategies, personalization and the need for greater precision in measuring pipeline impact.