![]() ![]() Our focus on account-based engagement powered by AI has made it possible to deliver personalized buying experiences and conversations at scale. We’ve changed the way we think about demand generation so that we can double down on revenue and conversations. That’s what turns our Interested People into Future Customers, and – ultimately – customers. Our marketing funnel is goaled on connecting buyers and sellers around conversations – something we call Scheduled Conversations and Held Conversations. We no longer talk about MQLs we talk about Interested People. We skipped the acronyms and are instead focusing on helping our buyers buy.Īnd because we know that words matter, we’ve changed the terms we use to define the stages of our funnel. A few years ago, we overhauled our entire marketing funnel to be more people-centric. ![]() That’s why at Drift we decided to make a change. Marketers are busy focusing on traffic and leads. Because they’re focused on different goals. And this has led to problem three: Marketing and sales teams keep feuding.By caring more about lead generation than sales conversations, marketers have lost the link to revenue. Second, marketing isn’t focused on revenue.Where – when you walk into a store – employees know your name, what you like, and how to help you. Today’s technology should help companies get back to the personal connections you’d find at your favorite local shops. Customers often feel like numbers in a database. Technology meant to make us feel more connected is doing the exact opposite. In fact, many marketers still use MQLs (Marketing Qualified Leads) and MQAs (Marketing Qualified Accounts) to measure their performance.Īnd this has created three problems in the Revenue Era: The antiquated processes of the Demand Gen Era put acronyms before people and leads before revenue. Processes that create generic buying experiences and treat people like acronyms. The problem is, many B2B companies rely on the same-old lead generation processing and demand generation funnels developed 10 years ago. ![]() This means marketing and sales teams need to be aligned around customer lifetime value and revenue goals. In the Revenue Era, the customer is at the center of everything. And this shift has ushered us into a new era of B2B marketing and sales – something Drift calls the Revenue Era. When 2020 forced people home, the need to meet buyers on their terms rapidly sped up digital transformation for B2B companies.īuyers now want the same conveniences in their business buying that they get when ordering a book on Amazon or a ride on Uber. Marketing and sales over the last few decades have been defined by three eras, each shaped by the technology, trends, and people of their time: ![]()
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