According to Gartner s 2016 CMO spend survey, converting leads to sales ranked second to innovation as the top area where senior management s expectations of marketing responsibility increased over 2015.
According to Sangram Vajre, co-founder and CMO of Terminus, author of Account-Based Marketing For Dummies, and considered as one of the most influential digital marketers, 2016 is well on its way to earning the definition as the year of account-based marketing.
More focus on marketing leads, instead of engagements
Many B2B marketers still think their primary activities should include as blasting emails to the entire database, attending the annual industry tradeshow, and hosting a webinar each month.
There s little-to-no ROI from teams who practice traditional lead generation.
She s either going think you re sketchy, or she will take that free shot then keep hanging out with her friends.
Sure, you got the prospect s attention with your webinar, but what happens next to turn that prospect into an opportunity is what truly matters.