Demand Gen Report

We all know that the B2B buying environment has changed dramatically in recent years. But just how do these changes impact buying behavior, and what do they mean for B2B sales and marketing professionals?

These are some of the questions addressed in the third annual Inside The Mind Of The B2B Buyer Survey, conducted by Demand Gen Report and sponsored by Act-On Software. During this one-hour webcast, we'll take a closer look at what the study reveals about today's B2B buyers and their decision-making processes.

Learn why integration of actionable data, content messaging and human touch has a direct impact on the output of your lead generation programs, and how marketing automation technology helps to enable – not drive - sales results.

Recent research reveals that 75% of B2B CMO’s report their biggest challenge is generating high quality leads. Despite this, only 19% have fully implemented a marketing automation solution, and among them only 15% state they’ve fully optimized it. The reason? Because it’s not as easy as the vendor hype would lead us to believe. Building a lead generation machine is far more complex that just installing automation software. And besides, marketing automation is not the silver bullet to lead generation nirvana. Learn how leading B2B companies like Trend Micro and Dell SonicWALL are optimizing their results through a more disciplined approach to lead generation and nurturing that features a sensible integration of actionable data, a relevant messaging framework, and human touch teleprospecting. And hear from the VP of Research for IDC’s CMO Advisory Service why integration of automation practices with the personalized, high-touch sales factor removes hurdles by expressing respect for buyers that assists them in their process.

 
For years, organizations have been challenged with departmental silos that prevent them from communicating with their customers in a coherent and clear voice. The ascendancy of social media and the marketing department's failure to make it a measurable revenue producer has only accented this problem.

Many marketers are still trying to figure out where social belongs and how to measure it, while still managing traditional disciplines.