The challenges
The average number of people involved in a decision is 6.8. You need to answer all of their questions, and each has different concerns. This means you need to tailor your marketing materials to each of them.
Directive: You need to have a deep understanding of all the buyers involved in the decision making process and focus on accounts, as well as individuals.
A recent CEB study of 1,400 B2B customers revealed that 57% of a typical purchase decision is made before a customer even talks to a supplier, which means you need to provide content that facilitates the buying decision.
Directive: You need to know how to tell a great story, in places where it can be found.
Less than 25% of the leads on your website are ready to speak with a sales rep, which means you need to use lead nurture to build relationships with qualified prospects who are not yet ready to speak with sales.
Directive: You need to have a compelling nurture program that willingly lures the buyer deeper into your funnel.
Despite most companies still focusing their demand generation and marketing strategies around email, this is no longer the only or most effective channel.
Directive: You need a multichannel engagement strategy that includes social, direct, paid and earned channels, using video and mobile...
Having a mobile friendly presence used to be enough. Now it is 'mobile first'. Research by Google shows that 42% of B2B buyers use mobile in their buying research, a growth of 91% in the past two years.