In B2B, just like in consumer markets, different buyers desire different type of value. How can you understand which buyers value what traits and use that knowledge to drive your marketing and sales?
Marketing organizations globally have made huge investments in marketing automation solutions, giving prominence to a fresh, more tactical approach for nurturing leads and automating workflows. We should feel incredibly confident of the ROI then – who doesn’t love automation right? As a marketer, I became curious to understand why so many of us are unsure about the returns of our marketing automation investment.
B2B buyers don’t trust B2B content like they used to. More companies are investing in creating content than ever before. Yet, the ROI is becoming harder to extract. You need more time and much higher quality to influence buyer behavior than you needed 5 years ago.