Case Study

Kronos: Adopting Demand Unit Concepts To Identify And Drive Prospect Engagement Through The Buyer’s Journey

June 19th, 2020

Summary

Enticing buying group members from in-market target accounts to self-identify and become inbound prospects can substantially improve B2B marketing and sales efficiency. To attract and engage in-market prospects, organizations must measure prospect engagement at the buying group level. By focusing digital marketing spend on the active segment of the market, organizations can increase engagement from desirable accounts, leading to increased selling efficiency. In this case study, we describe how Kronos adopted the top stages of the Demand Unit Waterfall™ to identify in-market prospects, target digital advertising spend, and drive buyer engagement.

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