INSIGHTS

Demand gen­er­a­tion is the num­ber one focus of an ever-increasing num­ber of mar­keters. Faced by ever higher quar­terly tar­gets, they need to deliver pre­dictable results from their activ­ity. But, all too often, the tra­di­tional six week B2B cam­paign is sim­ply fail­ing to deliver.

In this white paper we explode the myth of the tra­di­tional sales fun­nel. We show how it is now time to move to a per­pet­ual trigger-based approach. One recog­nis­ing that dif­fer­ent cus­tomers will need dif­fer­ent infor­ma­tion at dif­fer­ent stages.

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The web plays a cen­tral role in every­thing we do in mar­ket­ing today. But are you really get­ting the most you can out of it? In this video, we’ll take you through how you can deliver bet­ter results and greater ROI. We focus on where you should invest and where you should pro­ceed with cau­tion. And we high­light how impor­tant it is to think beyond the ini­tial click.

There are many, many cus­tomer seg­men­ta­tions in the world of mar­ket­ing. Typ­i­cally, these involve a chunk of research to deter­mine a set of buyer arche­types. These are often then given names such as ‘big man on cam­pus’, ‘harassed MD’ and ‘dig­i­tal refusenik’.

As an approach, they can be pretty help­ful. They pro­vide a short­hand way of look­ing at an audi­ence – one which enables us to form more tar­geted strate­gies that speak to the real needs of our key targets.

The prob­lem, how­ever, is that typ­i­cally they are sim­ply made up.

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