For B2B marketers, it’s no longer possible to simply invest in predictable marketing channels, such as search, email, direct mail, and trade shows, and then count on receiving calls from prospects. Potential buyers are spending more time conducting independent research and carefully evaluating information internally before reaching out to a solutions provider. Essentially, the marketing funnel is now controlled by the buyer.
Because prospects aren’t likely to reach out to your organization immediately, it’s important to use channels such as online display advertising to reach out to target prospects, both early in the buying process and at every stage thereafter. Join Jennifer Agustin, senior director of marketing at Bizo, and she explores how to develop a comprehensive, full-funnel online advertising strategy