*Where we're at *The pressures of digital
All channels must perform and they must perform NOW
The demand generation world has been trending towards the recognition that most buying happens outside of our control.
Cookie and click data has gone darker and many buyers are not willing to play the gated content game without a fair exchange. Meanwhile, accessible and compliant sales data is readily available, calling the value of early-stage lead gen into question.
In this arena, quality wins over quantity every time. A qualified buyer who has vetted you in peer-led Slack channels, finds value in your content, and is raising their hand to learn more is the gold standard.
So why do we get stuck in the same old patterns?
Even for marketers who recognize and embrace this essential shift, the mindset and process changes needed to drive real demand can be daunting.
For every challenge, an opportunity. Companies who can embrace the change and focus their time on delivering high quality content, personalization that gives buyers the right information at the right time, and digital materials that educate on demand - without barriers - will set the standard for demand generation.
To kick off the discussion, we are sharing our essential list of digital tactics that provide buyers with the tools, information, inspiration, and motivation they need.
Time to introduce new digital tactics into your armory and start building deeper digital relationships.
Webinars: Take your presentations online
Chatbots: Conversations on your website
Digital collateral: Personalization at scale
Video: Build relationships through video
E-learning: Share your knowledge
Original research: Uncover something new