Are you finding it tougher than ever to transform prospects into customers?
That’s because today, it takes from 7 to as many as 25 touches to convert a cold lead into a sale and 5 to 20 people will likely be involved in the buying decision. That means that you need to engage 5 to 20 people – and remember everyone consumes content differently. Add the fact that consumers are interacting across five or more channels every day, it’s clear that multi-channel marketing tactics are a must.
As discussed in "Stop the Marketing Madness", there is a method to the madness of multi-channel marketing.
- Start with a clear goal.
- Support your end goal with solid strategy.
- Drive results with the right tactical mix.
What tactics work?
According to a recent survey of LinkedIn’s B2B Technology Marketing Community, customer testimonials, case studies, in-person events, online articles and videos top the list of the most effective B2B marketing tactics. Podcasts, printed books and games are considered the least effective.
It’s important to have a mix of tactics all working together to support your strategy and your goals. Keep in mind that, according to Forrester, today’s buyer might be from 66% to 90% through their journey before they reach out…buyers now put off talking to a sales person until they are ready for a quote. This means marketing is now more involved throughout the purchasing process. Choose your tactics wisely.
Originally posted on Channel Chatter by David Buffaloe, Zift Solutions VP of Marketing