How to Convert More Leads Into Customers

Do You Really Know Your Customers?

How to Automate Your Marketing With a CRM System

Does Social Media Affect SEO Rankings?

10 Things You Should Be Doing on Twitter Right Now

Argument: 

In the past, marketers have used marketing automation to streamline lead generation and manage their funnel. However, as consumer behaviors have changed, so have their expectations. Marketing success now hinges on thinking beyond lead generation and management to growing your business through great automated experiences that improve engagement across each stage of the buyer journey. Marketers who adopt this approach in tandem with innovative growth marketing platforms will outpace the competition and increase their market share through customer loyalty and brand advocacy.&nbsp;

Abstract: 

Modern consumers are highly connected and informed. The digital revolution provides the tools they need to conduct their own research and come to their own conclusions, placing them in charge of their purchasing journey. In fact, 87% of all consumers begin their product searches online (1), and B2B buyers actually spend an average of 79 days researching prior to making a major purchase.

This connectivity allows consumers to exercise unprecedented agency, but it also creates new pathways through which marketers can engage their customer base in more personal and purposeful ways. And while traditional lead generation and funnel optimization remain fundamental aspects of a carefully considered and well-executed marketing strategy, the autonomy of the modern consumer affords marketers the opportunity to move beyond these tactics to focus on innovative multi-dimensional marketing approaches that extend well beyond the limited &ldquo;Attract and Capture&rdquo; model.

This growthbased methodology is imperative for marketers eager to deliver along the entire spectrum of the customer lifecycle &mdash; from initial awareness to the sort of product and service engagement that results in lifelong evangelism. To succeed in this evolving landscape, however, marketers must embrace their maturing roles and adopt specialized tools to truly know their audience, understand their motivations, anticipate their needs, and develop compelling journeys that secure repeat customers who help businesses experience their desired growth at scale.

THE CURRENT STATE OF DIGITAL MARKETING 

Today, most companies (75%) use some form of marketing automation (1), but many of them (64%) aren&rsquo;t seeing their desired results (2). We believe this is because they&rsquo;re primarily using marketing automation for lead capture (61%) rather than improving customer engagement (36%). We also believe that marketers would be more successful if they could find a way to balance the two for a more holistic approach.

Let&rsquo;s be clear: Lead generation is a tactic, not a strategy. It is but one narrow slice of a much larger (and more satisfying) pie. Likewise, your customers are more than just leads; they&rsquo;re the very lifeblood of your business and the wellspring of your success. And this emerging shift in priorities &mdash; from lead management to delivering better experiences based on customer interests and preferences &mdash; has led to a significant engagement gap that must be addressed.

More specifically, there is a clear and present imperative for marketers to go far above and beyond lead generation to instead aim their efforts toward creating compelling, memorable, and valuable customer experiences that are guaranteed to help them grow their business consistently, at scale, and with far more product and service engagement.

Argument: In the past, marketers have used marketing automation to streamline lead generation and manage their funnel. However, as consumer behaviors have changed, so have their expectations. Marketing success now hinges on thinking beyond lead generation and management to growing your business through great automated experiences that improve engagement across each stage of the buyer journey. Marketers who adopt this approach in tandem with innovative growth marketing platforms will outpace the competition and increase their market share throug

In this eBook to learn how to move from: The Current State of Digital Marketing to More Modern Approaches, One-Time Buyers to Lifelong Customer Affinity, Funnel Marketing to Lifecycle Marketing and Lead Nurturing to Experience Nurturing.

Growth Marketing Automation: The Next Wave