B2B marketing has changed a lot in the last five years. New technologies, strategies and channels have served as both challenges and opportunities.
Every marketing organization has tackled these opportunities differently. Some have put great effort into expanding the number of customer engagement channels to scale top-of-funnel lead volume, while others have focused more on implementing insight-producing analytics solutions to increase conversion rates down the funnel.
There’s no right or wrong. As demand marketers, however, our enthusiasm for one path – whether it be developing cross-channel programs, integrating efficiency-producing tech or devising sophisticated content strategies – often results in unintended neglect of the others.
Occasionally, we need to take a step back and reflect on our demand marketing efforts holistically to identify areas of needed improvement.