In its annual Tech Heads study, Octopus Group spoke to over 400 UK directors to explore trends in content consumption and buyer behaviours for B2B businesses. (To view the full Tech Heads report, visit: http://bit.ly/TechHeads15)
The findings reveal a paradox: attention spans are shortening, but decision making time is extending (an average of 16.5 weeks currently according to respondents).
Octopus Group calls this challenge the ‘Content Pinch Point’, and it’s a big problem for marketers. It means that it’s never been harder to connect with and subsequently convert prospects.
Marketers now face a difficult task: catching prospects’ attention quickly through bold, creative, differentiating campaigns that are short on words and big on impact; yet once sales teams are engaged with prospects, marketing needs to suddenly become considered, consultative and big on substance to help their sales colleagues get over the finishing line.
Two very different styles of content marketing, which are incredibly difficult to integrate without appearing to have a bi-polar brand.
But there’s a huge opportunity for marketers who do manage to get it right, as their brand will give prospects a truly elevated and differentiated experience, which will tell in the pipeline they generate.
This webinar aims to help marketers capitalise on the opportunity and Billy Hamilton-Stent, Octopus Group’s client strategy director, will cover:
How the content ‘pinch point’ is adversely affecting marketing departments.
The tell-tale signs that reveal the pinch in your campaigns.
Strategies to rectify the problem and turn results around.
Practical ways marketers can support sales in the journey from interested lead to high value customer.
Click here to view Tech Heads: http://bit.ly/TechHeads15