Mid-funnel processes have become efficient in the past decade due to widespread adoption of marketing automation platforms (MAP). Giselle Abramovich recently reported that fifty-five percent of B2B brands are using automation technologies to nurture leads, perform progressive profiling on leads and present personalized content. Abramovich also noted that 91% of the most successful B2B marketers rate MAP as “very important” to the overall success of their initiatives.
Supporting full-funnel demand gen in 2018 involves building closer partnerships, a relentless pursuit of operational efficiency and, often, the adoption of new technologies. In this article, we examine eight best practices marketers should adopt in 2018 to implement effective, full-funnel demand generation strategies.