It’s always refreshing to read a specific B2B marketing article and eConsultancy have done well with this one, so worth sharing.

They’re specifically talking about the art of engagement. As we all now, marketing is no longer about push but all about the pull. It’s about what the customer wants, not what we want them to want! Customers have wised up – content, communications and promotions need to be relevant and engaging. Get that right and you’ll see your leads increase. Sounds simple and pretty obvious right. Not if we’re seeing statistics like this:

“Just 2-3% of websites earn the respect of a visitor so they identify themselves and become a contact.”

Pretty worrying when you think how many potential leads companies must be losing at the data capture stage.

Definitely take a read of the article – there’s a great visual to illustrate digital funnel management and also some real examples of what an engagement zone is all about.

Check it out.