Not long ago, marketing existed in silos. Someone was responsible for press releases and media relations, while another individual (or an agency) was in charge of buying radio and TV ads. Each part of the team concentrated on a few aspects that made up the overall strategy.
Today, marketing teams can no longer afford to take this stratified approach.
The digital revolution has turned the traditional model on its head. The average buyer is more sophisticated and informed, unlikely to be persuaded by a single well-placed ad.
Your customers conduct extensive research online, whether they’re buying a $200 fitness tracker or deciding which $200,000 software program is right for their company.
They’re searching on Google, scanning customer reviews and absorbing any other information they can find—blog articles, forums, guides and social media posts—to learn more. They have more access to independent sources of information and opinions from others than ever before.
In fact, it’s now acknowledged that in the B2B sector, about 80 percent of the sales cycle is complete before potential buyers ever talk to a sales representative. That can either be a relief or an unnerving reality, depending on how confident you are that your solution is accurately portrayed and stands out above the rest.
As a Chief Marketing Officer, the extent to which you can guide their decision relies heavily on your team’s ability to create persuasive content that speaks to them at every stage.