Topic | B2B Conversion

How B2B marketers are generating leads with the highest ROI.

Tips for creating mid-funnel marketing content that drives conversions.

In B2B, lead generation and lead nurturing are vital. But if those activities don’t ultimately result in conversion, well, there’s just no point.

When did lead generation become so clinical? Where’s the human touch in all of this—and what is the impact on the B2B buyer experience?

Whether we want to admit it or not, our B2B buying decisions have an association with our personal desires. The reasons we choose one option over another tie back to personal needs and consequences.

Companies that are truly ABM-focused will need marketers focused not on lead generation but on creating content geared to specific target accounts.

Simply getting on prospects’ radar is a major hurdle in B2B lead generation today. Every channel is clogged with marketing—both good and bad—and marketers are challenged to make the most of their automation investments and create content that connects.

Read how Salesforce is using strategic relationships with c-suite leaders to increase engagement and sales.

Chief Marketer recently talked with Cyndi Greenglass to get her thoughts on challenges facing marketers when it comes to engaging leads and B2B conversion.