In today’s world, B2B marketers can no longer focus on lead gen to support the sales pipeline. They must reorganize their efforts to nurture prospects where they are in the buying process, and educate existing customers to drive upsell revenue.
A recent Chief Marketer webinar sponsored by Bizo focused on increasing content relevancy according to a prospect’s demographic profile, nurturing web traffic to drive conversions and engaging known contacts across multiple channels to encourage conversions.
Engaging prospects early in the process is key. Relying on your website to drive sales won’t work, as only 5% of B2B website traffic typically converts. Simply put, 95 out of 100 people are walking out of the store, with no simple way to bring them back.
In the webinar, “Mastering the Demand Cycle: Targeting and Nurturing the Buyer’s Journey,” David Karel, CMO of Bizo, outlines five steps to mastering the demand cycle:
- New audience targeting
- Anonymous prospect nurturing
- Known prospect nurturing
- Customer education and upsell
- Optimizing targeting, messaging and content
To watch the Chief Marketer/Bizo webinar, “Mastering the Demand Cycle: Targeting and Nurturing the Buyer’s Journey,” click here.
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