Description
B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects they no longer need to engage with sales people early in the evaluation process to narrow their choices or even to make a buying decision. But the traditional tools for accessing all the content on vendor websites do not support this new customer demand. This webinar explores the impact of self-service research on B2B marketing and explains how B2B marketers can learn from the experiences of their colleagues in customer support to create competitive advantage.
Key takeaways:
- B2B buyers prefer to find the content they need without speaking to a sales rep.
- B2B marketers will embrace their new role as custodians of the self-directed research journey, and enable as much as direct.
- B2B marketers will adopt proven self-service solutions optimized for customer support and deploy them before prospects buy to facilitate their personalized research journeys -- moving them to a purchase as quickly as possible.
- Self-service research will help B2B marketers improve buyer engagement, context, and conversion.
Vendors mentioned: Answer Dash, Creative Virtual, Hubspot, Humanify, Marketo, Microsoft Dynamics MindTouch, Next IT, Oracle Eloqua, Oracle RightNow, Salesforce, Salesforce Pardot, Synthetix, Zendesk
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