Break on through to the other side: 3 reasons why marketers need to think beyond the click

| December 23, 2016

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B2B Beat: Reach Prospects While You Sleep With Always-On Marketing. In his post, Callahan makes a compelling case for “always-on” as the natural evolution of marketing. As Callahan writes, always-on marketing isn’t a new concept. It started with the corporate website that allowed prospects to access content from anywhere at any time of the day or night. We forget how revolutionary this was back in the day: Rather than be constrained by regular business hours, prospects could interact with an organization’s web content and “self-educate” according to their own preferences and timeline. Today, always-on marketing encompasses all channels from paid search and SEO to email, social media, display and online advertising, but the basic premise is the same: Marketers need to nurture prospective customers wherever and whenever they’re ready to engage. This means empowering busy prospects to engage with your content on their schedule, not yours.

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