Trường’s Reviews > Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer > Status Update
Trường
is on page 89 of 204
It's not groundbreaking, but there's still a few golden nuggets: "A content architecture focuses on the conversation with buyers and answers the question of what content step comes next," "This means that potentially, a buyer could have one interaction and be sent to sales as a highly qualified lead because the buyer's action indicates this person is well along in the purchase cycle and ready to be engaged."
— Nov 16, 2024 11:18PM
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Trường’s Previous Updates
Trường
is on page 170 of 204
The book shows its age in this chapter. I doubt many B2B companies still need to be reminded of the importance of educational content in the year 2024.
— Nov 19, 2024 05:19PM
Trường
is on page 146 of 204
Here we have some typical examples for the problem I have with this book: It raises some interesting and relatable issues, and then instead of talking about potential solutions, it pivots into vague rambles about staff education or adapting data or whatever.
— Nov 18, 2024 05:37PM
Trường
is on page 120 of 204
"Most conversion models measure inquiry (a contact fills out a form) as the first stage and then MQL as their second stage. Given that there is often a good amount of buyer activity from buyer's first contact or inquiry to the MQL stage, B2B demand generation teams would improve their conversion models by building in additional stages."
— Nov 18, 2024 08:37AM
Trường
is on page 104 of 204
"This approach, which is used by many organizations, of calling individuals immediately upon a download of an asset missing any real opportunity for qualification because the likelihood of a buyer being ready to purchase after one interaction is very low. After all, the average B2B buyer consumes three to five pieces of content before engaging with a sales person."
— Nov 17, 2024 05:22PM
Trường
is on page 74 of 204
"The first step was admitting that marketing was part of the problem and also pointing out that in order to fix the problem, there would need to be trade-offs as well as challenges for both sides"
— Nov 16, 2024 10:34PM
Trường
is on page 59 of 204
"The first principle is the understanding that all demand generation content, regardless of what channel it is developed for, must be aligned to the buying process. This puts an end to the idea of a one-and-done campaign approach and instead shifts thinking to a continual "what's next" in terms of developing a conversation with buyers."
— Nov 16, 2024 08:08AM
Trường
is on page 46 of 204
So far this book has been spot on when it comes to pointing out issues, especially how organizations keep jumping from one campaign to another with no cohesive pipeline in mind. However, when it comes to solutions, it has been very vague. Here hoping things will be clearer later on.
— Nov 15, 2024 11:56PM
