When you really think about it, doesn’t it blow your mind?
I’m talking about how the digital age has completely changed marketing and sales—especially buyer behavior. By now we’re all well aware that research happens quietly online, long before a human becomes a “lead” and lands in your funnel.
Imagine talking about a funnel 15 years ago.
Nope, we were sitting in conference rooms talking PR, events, collateral, and swag. We were thinking hard about corporate colors on the website, not about SEO, real-time web personalization and conversion.
Enterprise sales reps were scheduling golf outings and sending monogrammed BBQ sets to their top prospects (wait I guess that’s called ABM now).
Ah the simple days.
Fast forward to 2017 and there’s so much data on any given prospect, that our role as marketers barely resembles what it looked like even 10 years ago. Brand, PR, and events are still a thing, but what’s the real driver of increased marketing budgets over recent years?