B2B marketing tactics have changed considerably over the last decade. Buyers have become fatigued by too many marketing communications. The mailbox, the inbox, social media, and traditional advertising have become sources of noise. According to Gleanster, the average click-through on a purchased list email campaign is just .75%, down from 3% in 2009. That probably comes as no surprise and if your organization is anything like the hundreds of B2B companies Gleanster has surveyed in 2013, you have a solid understanding of the new dynamics of B2B marketing, but have yet to embrace them internally.
- Why moving to lead nurturing is critical for the future success of your organization.
- 5 best practice recommendations to transition away form legacy practices
- How to inventory the skills and technologies needed to move to lead nurturing.