SiriusDecisions estimates that the buyer's journey is 70 percent complete by the time a salesperson is contacted -- and a recent CMO Council study of B2B buyers indicates that 87 percent of buyers believe that online content impacts their buyer journey from vendor selection and purchase decisions. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process.
Yet, some marketers are looking at this rise in "Buyer 2.0" behavior as a problem to be solved rather than an opportunity to be embraced. Join the CMO Council as we delve into the opportunities gained by bringing relevance, precision and personalization across critical digital touch-points, connecting conversations to meet the expectations of today’s connected customer. We will be hearing from Meagan Eisenberg, VP of Demand Generation at DocuSign, who will be sharing how the world’s leading electronic signature solution has more effectively connected with customers, delivering highly personalized experiences in real-time, and exactly where customers are consuming content to shape their buying journey.
We will also be joined by a leading thought leader in account-based marketing, Allison Metcalfe of Demandbase, who will share insights into the shifts and requirements of the new “Buyer 2.0”, including the new behaviors that boost the criticality of adopting a more targeted and relevant approach to connected engagements.
The hour-long webcast will delve into:
- Real-time personalization and the risks of blind engagement with Buyer 2.0
- How the optimization of the online experience with personalized, account specific content, all the way from the first visit through to email nurturing and into the pipeline, has changed how DocuSign connects with customers and prospects
- Key trends in buyer behavior driving the need for more a more focused, informed and personalized approach online
Meagen Eisenberg – VP of Demand Generation – DocuSign, Inc.; Allison Metcalfe – Sr. Director of Customer Success – Demandbase; Liz Miller – VP of Marketing Programs & Operations – CMO Council