INSIGHTS

Today, mar­ket­ing is more than sim­ply about doing some com­mu­ni­ca­tions and throw­ing leads over the wall to sales. It is a dis­ci­pline that touches every part of the sales cycle – attract­ing new cus­tomers, mak­ing them sales-ready, help­ing close the deal, con­vert­ing new cus­tomers into advo­cates, deliv­er­ing long-term repeat sales.

Fun­da­men­tally, this means the mar­ket­ing sales cycle is now both longer and more com­plex than ever before. It requires a more holis­tic view of how to take some­one from cold prospect to active evan­ge­list. And it demands that mar­keters must deploy a wider range of strate­gies and tac­tics – under­stand­ing what to use and when to use it to deliver the best results.

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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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