Ineffective buyer engagement is a drag on revenue performance.

There is a lot of hype about tactics like Inbound and ABM, but few ‘revenue marketers’ are using a true buyer-first approach. A true buyer engagement approach will more clearly identify the role of marketing and sales tactics and shape 1:1 messaging and experience.

We see issues every day as we work with clients, including:

• Confusing the “tools” with the “techniques” of effective buyer engagement
• A focus on tactics (inbound, ABM, etc.) rather the buyer dynamics
• Getting persona development all wrong
• Messaging that largely misses the mark
• Content that is domain-centric rather than engagement-focused
• Metrics that do not ‘close the loop’ across marketing and sales.

Effective Buyer Engagement activates revenue performance by:

• Recognizing the new self-directed buyer & the requisite frameworks to engage them
• Deeply understanding customer composition & audience segmentation
• Understanding audience POV, pain points & organizing on shared attributes via Engagement Personas™
• Mapping audience pain & aligning messages with the buying cycle, creating Message Maps™ to drive funnel performance
• Creating comprehensive Buyer Engagement strategies, Experience Architecture™ and a Content Architecture
• Creating high-performance marketing programs that calibrate the marketing mix
• Using a closed-loop Metrics-Driven Methodology™ to measure and optimize pipeline performance via Volume, Value, Velocity & Revenue.