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Forward Vision Marketing's 2018 Marketing Technology Survey

B2B tech companies need to experiment more with digital marketing so they can gather enough data to analyze and better understand their target audience.
By Kelly Stark

Most Have Trouble Reaching the Decision Makers
Sixty-three percent of companies struggle with lead generation through marketing. However, our survey unearthed something even more pertinent. Most B2B tech companies struggle with reaching their target audience—hence, the process of lead generation never begins. Furthermore, most companies identify their target prospects. However, reaching and engaging these prospects is a challenge for them, according to the survey. Respondents also pointed out that their key prospects aren't aware of their brand, thus making the process of engagement and conversion harder.

Our take: An omnichannel approach is the need of the hour. Companies should formulate a strategy that aligns with their sales cycle. A typical B2B sales funnel goes through the stages of awareness, lead nurturing and conversion. Each stages should have the right content on the right channels in order to maximize reach.

For instance, awareness stage can be tackled with blogs, videos and advertising. The goal is to attract prospective leads with the relevant content that resonates with them. Here, identifying key pain points of the industry you are operating in helps. Here are some more ideas to improve your online lead generation game.

The awareness stage will allow you to build a pipeline of possible leads. At this stage, personalization of messaging helps. Email can be the right channel at this stage, in most cases. Build an email marketing campaign that tells your lead more about what your company can do.

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