Cracking the code: Engaging elusive B2B buyers

The Demand Gen Fix by GrowthMode Marketing

B2B prospect buying behaviors are changing. That means your marketing strategies need to adapt to effectively drive pipeline and achieve revenue goals.
In this episode, we talk to guest Eric Eden about how to reach prospects who want to engage on their own timeline before ever talking to a sales rep. Eric is a seasoned B2B CMO and an executive in residence with Information Venture Partners where he advises portfolio companies on marketing and growth strategies.
Listen now to learn why traditional marketing and sales tactics like cold calling, email blasts, and focusing on lead volume are becoming less effective. Get suggestions now on how to offer more value to attract today's elusive buyers.
[00:00] Introduction
[00:23] How B2B buying behavior has evolved
[01:52] Importance of offering value to engage buyers
[03:19] Ineffectiveness of brute force sales tactics
[05:36] Need for creative and personalized marketing strategies
[08:03] Importance of building brand awareness and trust
[09:29] Challenges of engaging buyers not in market
[12:08] Importance of thoughtful target account selection
[15:21] Creative strategies such as incentives and events
[23:47] Collaboration between sales and marketing to drive pipeline
[26:30] Key takeaways
[29:18] Outro

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.