Optimising Digital Channels for Conversion in B2B
The democratisation of business information brought about by digital content, accessed through multiple channels, curated by tech aggregators (such as G2) and multiple industry-specific analysts or other influencers (e.g. Gartner/ Forrester, social contributors) have transferred power to buyers and challenged marketers to find ways of reaching very fragmented groups of buyers wherever they happen to be.
Digital channel strategy and channel attribution have become an important characteristic of lead generation campaigns and in this blog we look at what it takes to successfully reach buyers and convert engagement to leads – in particular testing the dependencies between the content, channel, offer and buying stage in driving an outcome.