Online video viewership by consumers continues to grow at an astonishing pace. According to comScore 182 million Americans watched online video and engaged in more than 39.8 billion video views during the month of September.
It is hard to be in business right now without hearing how significant data and analytics are in decision-making. However, without a clear understanding of the benefits of data integration, it’s hard to realise its value in B2B lead generation.
In the past 5 years the average sales cycle has increased 22%, and since B2B purchasing decisions require more buy-in from various parties than a B2C transaction, the B2B sales cycle has become even longer. According to a 2012 study by Marketing Sherpa, when a contact first gives a vendor their contact information 73% of them are not ready to take the next step to purchase. Because of these trends, marketers are always looking for ways to improve the prospect to customer conversion rate. As many of you are aware, one method that has seen great success is lead nurturing.
With the evolution of newer media, brands started adopting multiple channels to reach out to and engage with their target audience. But as soon as they turned on their information hose through these channels, customers essentially started ignoring and in fact ending up becoming increasingly dissatisfied as they expected a similar service and experience in each of these channels but what they received was far from it.
Sales and modern B2B marketing groups rely on various methods to maintain client interest throughout the process of buying. Instead of the classic funnel of sales, the journey of customers is now considered as the course of sales outreach, transaction, and marketing and education.