With most of the buying process conducted independently, B2B marketers are tasked with building silent influence that shapes pre-contact purchase requirements. Then, once contact is initiated, they must fast-track the decision-making process and displace competitors.
Join Ross Howard, Director of Product Marketing at Inbox Insight, as he shares new research that uncovers crucial touchpoints in the buying process that have traditionally remained unknown. With a focus on scaffolding effective tactics around the buyer’s journey and leveraging intent for enhanced accuracy and precision, Howard will reveal buyer preferences and the unique needs of differing buying groups. Specifically, he’ll uncover identity tactics for:
- Stimulating need at the top of the funnel;
- Shaping requirements and purchase criteria in the middle of the-funnel; and
- Fast tracking evaluation at the bottom of the funnel.
