According to the Gartner Group, in a typical firm of 100-500 employees, an average of seven people are involved in every purchase decision. And, by all accounts, the number of buyers involved in B2B purchase decisions is only expected to rise in the foreseeable future.
For demand marketers, this means a single point of contact is no longer enough. While winning over an internal advocate is still important, it’s no longer enough to secure a sale on its own. Now, we need to monitor the interest among the buying group as a whole while we continue to build relationships with advocates
Information is constantly circulated among members of a buying group. Early engagement activities – web visits, content reads, video plays, email and social media shares, etc. – are signals of interest that don’t necessarily come with an accompanying form completion. Advances in marketing automation technology have helped us to connect these activities with the associated IP or business domain and, as a result, gain insight into buying group members who don’t identify themselves through a form.
Read on in “The Demand Marketer’s Introduction to Early Engagement” for a comprehensive overview of the topic of early engagement, tailored to the needs of those involved in demand generation. Inside the guide, you’ll discover:
- The changes in technology and attitudes that enabled the collection of engagement data
- A detailed explanation of early engagement and its role in the marketing process
- 5 ways demand marketers can utilize early engagement in new and existing campaigns