Think Beyond Campaigns and Build an Always-On Strategy
B2B buyers don’t limit their research to quarterly cycles, so why do tech marketers often focus on quarterly campaigns? Since an average sales cycle for their solutions is 6 months or more, it makes sense for tech marketers to maintain an “always-on” demand generation strategy. Nonetheless, they sometimes struggle with how to architect – and measure the success of – longer-term, integrated marketing programs. This e-book, based on a recent webinar, offers insights from APAC marketers who are influencing prospects through a variety of integrated tactics so they drive their solutions from early stage consideration to the shortlist and onto closed-won.