Here's the New B2B Marketing Playbook.- OpenView
Simple...
Focus on your brand presence to increase awareness before they have made their decision...
Feed their consideration with content...
Have mechanisms in place for them too take action of their decision
Also...
Drop outdated metrics like cost-per-click or cost-per-lead and focus on account engagement and progression through the buyer's journey.
Decision: A Unified Sales and Marketing Team
Unlike the traditional playbook that perpetuated a baton-like hand-off from marketing to sales, the new analogy is more like a soccer game. Marketing, sales and, occasionally, customer success must operate in an orchestrated manner as they pass the ball (the customer) back and forth. In this new playbook, rigid attribution models dividing opportunities sourced by marketing vs. sales are archaic. Instead, focus on team-based pipeline metrics that measure the efficiency of the sales-marketing symbiosis.
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