B2B marketers are optimizing their sales funnels with compelling content -- that's my take on the 2011 MarketingSherpa B2B Marketing Benchmark Survey. Check out the funnel infographic, and note these trends:
- Websites, SEO and email marketing are the top 3 tactics for generating demand.
- Multichannel messaging is the No. 1 tactic for engaging prospects.
- More than half of the marketers surveyed nurture leads with weekly or monthly "touches."
The common thread is content that reaches customers where they are, and "creates value propositions that differentiate and resonate."
Integrated campaings are most effective, with consistent brand messaging and content creation across channels. As one marketer said, "When tactics have been done individually, the ROI has been significantly lower."
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