Today’s buyers are doing things differently. They’re buying on their terms and we need to think differently about how we build campaigns to accompany them throughout their buying journey. Short term campaigns are out of sync with buyers… our demand generation campaigns need to be “always on.”
Often the data we hold about prospects doesn’t include details of their buying cycles or decision making stage. Because of this, our campaigns have to be able to engage with buyers on their terms and provide them with the required information and content in a timely fashion. Quarterly driven campaigns are great at achieving engagement spikes… but with spikes come troughs. What’s more… what happens to an early buying stage prospect when then campaign budgets run out?
The bottom line is that if our campaigns are shorter than the buying process, we can’t expect the consistent engagement needed for the meaningful conversation that will ultimately lead to a sale. We need to think differently.
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