The classic demand gen funnel has been useful to a point. It’s a way to help Marketing benchmark performance and specifically, how well they’re doing in surfacing topically interested people. However, especially considering the rise of ABM, the industry is beginning to recognize major shortcomings with the traditional funnel-based approach. Many of these are, in fact, leading to “Dead-End” demand.
In this e-book, you’ll learn:
- Why successful demand gen programs are shifting focus from volume to precision
- How real purchase intent data helps to more successfully identify and engage buying teams
- New processes to help build and maintain real engagement through the purchase cycle
- How to better measure demand gen success with metrics that matter
