According to Michael McLaren, global CEO of the B2B group at Merkle, who analyzes Bombora data, the boost in engagement is part of a shift toward greater reliance on digital tactics across the customer lifecycle, amplified by ongoing and dramatic changes in the marketing landscape wrought by the pandemic.
“Magic Quadrant” soared to the top of the leaderboard this week following Gartner’s announcement of its annual report. The significant uptick in search around this term confirms marketers’ interests in identifying solutions and service providers that can help them enable intelligent, personalized buying experiences for customers.
To keep up with this shifting world, B2B marketers need to change. We are no longer managing the demand funnel, beholden to archaic KPIs around lead conversion, MQLs and opportunities. We are orchestrators of experiences, architects who design compelling reasons for our customers to not only buy our products or solutions but to partner and be advocates of our brands.