Interactive Media Helps Marketers

john Maher - Monday, February 06, 2012

Interactive Media Helps Marketers

2011 was something of a tipping point year for B2B marketers. Connecting with prospects on a growing list of mobile devices and across social media platforms were just a few of the challenges added to the list of traditional campaign initiatives.

In an effort to uncover some of the secret sauce that helped leading B2B organizations fuel efficiency and growth last year, DemandGen Report surveyed more than a dozen demand generation experts to find out “what’s working” and why.

As marketers focus deeper on the funnel and look to impact the revenue cycle, there was more of a focus on the tactics and strategies that helped to convert qualified leads into opportunities, as well as new content formats that helped to break through with today’s time- and attention-starved buyers. Additionally, marketers are increasingly turning toward marketing tactics centered on social, inbound, integration and data management to maximize campaigns initiatives.

Interactive Media Helps Marketers Step Outside The Automation Box

While automation functionality is helping a variety of organizations across different industries more efficiently manage campaigns, progressive organizations are utilizing more interactive elements to supplement marketing initiatives and cater to the “consumerization” of B2B buying patterns.

While the corporate web site remains critical, with the rise of social and mobile to add to the more traditional B2B channel mix (email, web, display), there continues to be a proliferation of online channels. It is harder than ever to gain an individual prospect’s attention and even more challenging to get time-strapped B2B professionals to visit your web site in order for the identifying and nurturing process to begin in your RPM system, for any individual prospect.

Many companies are utilizing video-based platforms to extend the brand’s message and value proposition in a more interactive, engaging way.

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