4 pragmatic steps to improve demand capture now
As more and more companies adopt account-based approaches, we are seeing success being realized on the back of some key process changes. One critical area of change is leads — what they really are and how they’re handled by marketing and sales. In this MarTech Today article, TechTarget CMO John Steinert challenges B2B marketers to re-think the concept of leads and finally embrace the fact that decisions are made not by individuals, but by buying groups within accounts. He discusses how companies can go about efficiently identifying the active demand in accounts and spend real energy more effectively engaging and closing it.