Today’s customers spend more time learning independently through digital channels across the buying process.
The majority of customers continue to turn to digital channels to complete research during the final stages of their buying journey – even after speaking with Sales. However, marketing content on digital channels often anticipate a handoff to Sales during the beginning of the buying journey.
It is crucial for Marketing to implement a customer-driven approach to digital, moving away from the traditional “handoff” of a customer to Sales, instead of supporting the entire buying experience.
Most marketing organizations are working to increase the proficiency and effectiveness of their digital efforts by:
- Hiring digital marketing talent
- Trialing with multiple digital channels such as social, mobile and search
- Working with new agencies and investing in analytics
Download our whitepaper to learn how your marketing department can adapt during this period of digitalization.