📈 Marketing’s Role in Today’s Buyer-Controlled Journey 🚀
Buyers are taking the reins, actively pushing sellers out of the early and even middle stages of the buying process. This shift offers a powerful opportunity for marketing teams to engage and nurture prospects in meaningful ways, throughout the customer lifecycle, not just in acquisition.
Rather than treating marketing as a pre-sales function, organizations must embrace what Ardath Albee calls the "continuum of the buying process." Marketing can drive value across this entire continuum, equipping buyers with the insights they need and ensuring that sellers are ready for high-impact conversations when the time is right.
In episode 22, we dive into how strategic, lifecycle-focused marketing can support this evolving buyer behavior—and help organizations maintain strong growth in the process.
🎥 Check out the episode for insights on adapting your strategy to meet today’s buyer dynamics.
#GrowthDriver #B2BMarketing #CustomerLifecycle #BuyerBehavior #EfficientGrowth #ContentMarketing
Ardath Albee is a B2B Marketing Strategist and CEO of Marketing Interactions where she creates personas and persona-driven content marketing and buyer enablement strategies for her clients. She’s written two books—Digital Relevance and eMarketing Strategies for the Complex Sale—and is often found speaking at industry events, leading workshops, and on the lists of the top B2B industry experts to follow.
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