The Iron Horse Insight: This article resonates with what we see in B2B marketing and sales: the essence of lead generation needs to be rethought. Understanding account-level activity and change in engagement is key, but it is challenging when buyers choose anonymity until their research is complete. Does your organization currently know how many opportunities it’s losing even before a contact is known? Note: The author’s statement that “70% of the buyer journey is complete before the prospective buyer opts in to engaging with the vendor” is a common misperception. This stems from a SiriusDecisions data point that states 67% of the buyer’s journey is done digitally, which in no way indicates that a salesperson isn’t engaged until more than halfway through the buying cycle.
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