Contact, and lots of it

By Pete Kennedy

Came across some interesting thoughts on B2B engagement on a blog on emarketer.com. To put it very simply, the theory is that B2B marketers need to find ways to frequently stay in touch with customers and prospects.

One section of the piece states:

The complexity of the B2B buying process, compared to that for B2C, often demands more of marketers. Because of the longer B2B sales cycle, marketers must diligently fill the sales pipeline and continuously support sales by keeping prospects engaged with the brand during the sales cycle through the use of multiple touchpoints, like email or campaign nurture programs.