Increasing leadflow in a down market

When faced with softening demand, business leaders turn to a number of tools and levers. Foremost on that list is typically cutting costs, reducing price, or trimming the product portfolio. Simon-Kucher’s recent survey of revenue operations leaders revealed that one of the most powerful tools in the modern commercial toolbox, marketing automation, is being largely overlooked. 

We asked these leaders what kind of lead generation results they were getting out of marketing automation and 40% responded that they “weren’t using it at all”. Another 18% couldn’t name the platform their company was using. 

By now, we have all heard the maxim that half of today’s buying process has been completed before a sales representative ever talks to a customer. That means most companies are missing the opportunity to identify, educate, and influence buyers in the early stages of a buyer’s journey. Not only is this not sound marketing, but it is missing out…