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campaigns absolutely must be developed in the context of research into buyer behaviors and the customer experience. the sale happens at the intersection of these two phases (end of the former, beginning of the latter), and so campaigns need to begin to incorporate more customer experience proxies for the buyers, based on specific needs at specific stages in the buying process. research, research, research. our research shows that b2b buyers are doing more research than ever, before officially raising their hands and providing information that allows us to identify them as a lead and nurture them. this means that what has traditionally be viewed as brand/awareness/top-of-funnel activity in a complex sale is more integral to sales funnel dynamics than ever before.