Remember the good old days of B2B when leads just appeared in your “perfect pitch” pipeline, and you ran through them at a record pace?
Neither do we.
Unfortunately, some organizations are still trying to “cast a large net” with their marketing efforts and are burning carelessly through prospects.
B2B Marketing Is Changing
Nowadays, it’s all about turning qualified leads into long-term customers and continuing to woo them until they become brand advocates. If all of this sounds foreign to you, don’t worry. Marketo wrote a great thought piece on the changes upon us in the marketing industry.
Essentially, there are a few key differences between the tactics of yesteryear and current best practices:
- Meaningful Communication: By the time a lead really gets into your funnel, most of the prospect’s research is done. It’s now just a matter of making sure everything you say, well, matters.
- Long-Haul Marketing: Your efforts shouldn’t end when you bag the sale. You should continue to work with your customers as if another sale is already in the queue.
- Getting Personal: “Hello, sir. Can I tell you about a life-changing opportunity?” That just isn’t going to fly anymore. People want you to know who they are, and their likes and dislikes. Get to know them!
If you need help building a marketing machine that creates lifetime customers and advocates, contact us.