11 November 2016 in Content Marketing, Marketing Automation
The middle of the funnel has never been more important for B2B marketers. In an era in which nine out of ten business buyers say they don’t want to talk until they are ready to come to you, marketing must now go beyond simply gathering responses to actually managing prospect relationships over time.
The trouble, however, is that prospects at this stage of funnel are invariably the hardest to reach. In order to nurture effectively, businesses must distribute content that is of genuine interest to the recipient and presented in a way that makes this immediately obvious.