DEMAND GENERATION IN A DISAPPEARING SALES CYCLE

The sales cycle is no longer in the hands of sales. Today, the consumer is in control and spends a majority of their purchase decision-making process researching products on their own. As a result, the task of the modern marketer is educate and qualify consumers during this decision-making process, until leads reach a point where they are ready to speak with sales. The demand generation marketer has many tools at their disposal – email, advertising, social. However, the one information source that consumers most often turn to during their research tends to go underutilized. In this whitepaper you will learn how demand generation marketers can optimize a brand’s corporate website to extend the influence of existing marketing campaigns.

Spotlight

Carat Manchester

Welcome to Carat Manchester, the UK’s leading performance media planning & buying specialist, and digital centre of excellence. Part of the Dentsu Aegis Network, Carat is a global media group comprising more than 5,000 people across 70 countries worldwide, with around 350 based in Manchester. Carat defined the sector when we were established as the world's first media independent in 1968. We are now Europe's largest media network, a position we have held for more than 15 years. Today, the advances in digital technology and changing consumer behaviour have created an era of unprecedented complexity and opportunity for clients. Carat continues to redefine the industry by understanding how media can be used to deliver outstanding business value to our clients.

OTHER WHITEPAPERS
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Building Reliable Revenue Streams: How the Most Successful Demand Generation Teams Do It

whitePaper | August 31, 2022

This whitepaper assembles key perspectives and insights culled from our interviews with marketing leaders who have charted a steady course through the choppy waters created when decision-making is placed in the hands of corporate buying committees. Find out what digital demand generation strategies are employed by marketers of enterprise technology solutions who are charged with attracting a steady supply of qualified leads to be processed by their respective sales teams. We found that effective execution of some basic building blocks is essential to advancing and contending to be an “expert” marketing operation.

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Agile Account-Based Growth

whitePaper | August 31, 2022

We know you: you’re a business leader, a Rev-Ops practitioner, an innovator, and most importantly, a driven individual who is passionate about doing whatever it takes to get your organization to succeed. But what if we told you there’s still a missing piece to the puzzle? ...What if we told you that there’s still one thing that would positively transform the curve of your growth?

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Create Demand Through Video Marketing

whitePaper | January 19, 2022

Any seasoned marketer will tell you that a successful content strategy goes far beyond catching prospects’ eyes. Making a splash in today's digital marketplace requires content that fits into every channel, draws audiences in and keeps them engaged, and guides potential customers to find their perfect solution. No other type of content drives successful multi-channel engagement like video. It's captivating, easily digestible, and, more importantly, it gets its point across more quickly and clearly than any other medium. But don't just take our word for it. Over the past decade, the demand for video marketing for enterprises, both big and small, has increased dramatically

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Long Hold Times Are Killing Your Customer Experience

whitePaper | June 1, 2022

Waiting on hold to get help is inevitable. That being said, long wait times, being bounced around to multiple people, and inability to resolve issues contribute to overall poor experiences for customers and businesses. Time flies when we’re having fun, and it drags on when we’re bored. Sometimes it’s on our side, and other times it’s racing against us. 90-seconds can feel like an eternity when you’re sitting on the phone waiting for help, or answering automated voice prompts, or even waiting for a response from an agent on live chat agent.

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Account-Based Strategies In Europe

whitePaper | September 2, 2022

According to Christian Weiss, director ABM EMEA at Autodesk, Germany languishes behind English-speaking countries when it comes to account-based maturity, often due to their reluctance to be the first to try something new. “Germans aren’t always keen on trying and testing from scratch and have a tendency to overthink,” he says. “While other cultures might try new approaches and technologies and fail, at least they’ve tried it. And this is a huge aspect of making account-based principles work. It requires deep change across culture, people and technology – and this isn’t always a good fit for people who are hesitant to embrace change, which isn’t traditionally part of a German’s DNA.”

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COLLABORATIVE ABM: BEYOND SALES & MARKETING ALIGNMENT

whitePaper | November 20, 2019

As we asserted in our recent white paper, Humanizing the Account Based Marketing Experience, marketing/sales duo that don’t respect each other can torpedo even the best Account Based Marketing (ABM) program. While many of today’s account based marketing and sales strategies are powered by technology and AI, the human element (knowing who your customers and prospects are at a deep level) is critical.

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Spotlight

Carat Manchester

Welcome to Carat Manchester, the UK’s leading performance media planning & buying specialist, and digital centre of excellence. Part of the Dentsu Aegis Network, Carat is a global media group comprising more than 5,000 people across 70 countries worldwide, with around 350 based in Manchester. Carat defined the sector when we were established as the world's first media independent in 1968. We are now Europe's largest media network, a position we have held for more than 15 years. Today, the advances in digital technology and changing consumer behaviour have created an era of unprecedented complexity and opportunity for clients. Carat continues to redefine the industry by understanding how media can be used to deliver outstanding business value to our clients.

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