As the complexity of the B2B marketing landscape grows, one of the challenges that marketing leaders face is identifying the skills needed across the marketing organization. The infusion of technology in marketing has introduced the need for a specialized technical skill set in areas such as digital, social, mobile and CRM.
Most B2B marketing organizations are spending up to 10 percent of their marketing budgets on paid search initiatives, but few have taken the time to define clear objectives. On top of that, once paid search initiatives are in place, even fewer are revisiting them regularly to optimize their performance.
Whether you are selling B2C or B2B, the online interaction between a buyer and the content offer needs to be relevant and engaging. To be relevant, the content has to be personalized to meet the buyers’ needs, desires and expectations. To be engaging, you need to deliver the right content to the right buyer at the right time in the buying process.