In this edition of Netline's Quick Wins with Experts series, Janine Johnson and Paul Slack discuss the evolving marketing landscape, particularly focusing on B2B marketers' challenges in effectively following up with leads. They explore the changing buyer journey, the importance of understanding account-based marketing (ABM), and the role of AI in enhancing lead management. The discussion emphasizes the need for marketers to adapt their strategies to meet buyers where they are and to provide valuable information throughout the buyer's journey.
takeaways

• Buyers have always had a non-linear buying process.
• Marketers need to understand that buyers control their own journey.
• Content marketing plays a crucial role in educating buyers.
• ABM should focus on engaging buyers before they are in market.
• The first vendor to provide useful information often wins the deal.
• There are two types of buyers: learners and handraisers.
• AI can help create hyper-personalized marketing messages.
• Content syndication is essential for surrounding target accounts with information.
• Marketers must nurture future buyers without pressuring them to convert immediately.
• The future of marketing will be clickless, requiring new strategies.

Contact us to learn more about where Netline and content syndication can fit into your marketing mix.