As the world adjusts to changes brought on by the pandemic and some in-person events return, a hybrid sales funnel has taken shape, blending in-person and digital tactics.
This research report delves into messaging in the marketing and sales process:
→ How effective current messaging is at converting leads in the funnel.
→ Actions taken once a qualified lead converts.
→ Measurement of marketing and sales tactics.
B2B companies have increased investment in the digital customer journey to drive growth, replacing traditional in-person growth initiatives.
B2B organizations are struggling to adapt to a volatile marketplace in order to grow. Ironpaper's survey of 159 B2B decision-makers shows this group struggles with messaging and understanding the effectiveness of marketing and sales efforts.
Ironpaper surveyed 159 individuals between June 2021 and May 2022. All respondents have a part in business or marketing decision-making at their company.