Over half of all marketers report to having responsibilities in 7 out of 10 other areas of marketing. Our time and resource is a precious commodity and we can’t wear every hat in the marketing box (although we definitely try!).
Inspiration is the voice that drives change and radically destroys apathy. When people are inspired by your brand, there will be a literal behavioral shift followed by a change in an aspect of their life to conform to the idea that you have inspired them with.
Customers today are in a much better position to get better and more in-depth information before they buy a product. And that is what they do, not just as consumers. Around 60% of the traditional sales process in B2B sales has simply disappeared.
"Customer" is no longer a good enough word to describe the many individuals in relationship with a brand. We’ve called them fans and audiences, collaborators and participants, visitors and users, trying to capture the nature of customer interactions in the digital age. But a single word may never be enough, because touch points and opportunities for engagement keep multiplying. The once linear sales funnel is now an evolving, circular process with active and informed men and women entering through various channels.
According to a recent SiriusDecisions survey, only 16% of B2B companies use marketing automation, and many companies using some form of automation focus their efforts on less advanced areas, like email marketing and landing pages. Atri Chatterjee, CMO for marketing automation platform provider Act-On, discusses the changing landscape of marketing and what's driving the accelerated adoption of marketing automation tools, and who is leading the charge for a more analytical approach to customer engagement taking place today.