Innovative, Effective Programs
Today’s BtoB buyers are more empowered than ever. In fact, DemandGen Report’s “2011: Inside the Mind of the BtoB Buyer” survey revealed that like consumers, BtoB buyers now want the ability to easily sample new products and have access to flexible pricing models. And more recent research indicates that BtoB buyers are looking for even more control over the purchasing process.
At the same time, the average number of decision makers in an enterprise organization is increasing. Practically speaking, this increases the length of the buying cycle because there are more people to sell to.
What does this shift mean for BtoB marketers? They are increasingly adopting precision targeting and messaging strategies that focus on target accounts at the lower part of the funnel. And they’re finding that segmentation and targeted messaging increase and enhance interaction with their prospects in meaningful and measurable ways.
In other words, in order for marketing programs to reach their full potential, they must have a high degree of relevance to today’s buyers, and maintain consistency in theme and messaging across all touch points, from initial touch to final transaction.
We help our clients build and execute programs that drive a high level of conversion and prospect engagement.
Bulldog can help optimize the six key competencies that impact innovative, effective programs: