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The classic role of marketing in the past existed solely at the top of the sales funnel. Marketing campaigns were typically designed to increase awareness and generate interest, the sales team would then take over. But that has fast changed as buyers are spending more time doing their own research on products/services that they are interested in. Today, most B2B buyers are already 57% of the way through the buying process before they first connect with a rep. Majority of buyers have already identified their problem and know the solution. Research has shown that buyers are not influenced by sales tactics anymore. With consumer behaviour changing, marketing teams are realizing that their role throughout the buyers’ journey has also changed: They need to play a bigger role further down in the buying cycle.

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Topics: marketing, sales funnel

I don’t think it’s possible to succeed at B2B content marketing without making good use of the sales funnel concept. It’s an indispensable tool.

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Topics: lead nurturing, sales funnel

Often when I'm explaining to people what One Red Bird does, I talk about marketing automation technology.

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Topics: leads, marketing automation, sales and marketing alignment, customer engagement, sales funnel

When inbound marketing is working as it should, the process becomes what’s commonly known as a “sales funnel.”

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Topics: marketing automation, sales and marketing alignment, sales funnel