B2B marketing departments need to increasingly fill the education gap, as buyers now complete large amounts of research online before contacting an organisation directly.
This is a fundamental change in regards to the function of marketing. Research conducted by Sharp Ahead for our Broken 2016 white paper strongly suggests that 80% of marketing departments, within B2B organisations, are not taking advantage of opportunities now available to them. There are several key reasons to explain why. Most importantly, that marketing departments are already working flat out, and do not have the time, or potentially the experience, to implement a full digital transformation and marketing automation strategy. In order for your company's digital transformation to be successful, you need support from the experts. Please contact me and find out how Sharp Ahead can help.
“Today’s business buyers do not contact suppliers directly until 57% of the purchase process is complete.” This is the result of the buyer’s self-education: sales has a smaller, shorter role to play. Traditional sales efforts have been reduced by more than half. Consequently, it has fallen to the marketing department to educate and nurture your leads, during their consideration period.