With just 5% or less of B2B buyers in the market to buy at any given time, marketers need to get creative to drive leads and meet revenue goals.

Your middle- and bottom-of-funnel prospects are the most likely audiences to have buying intent. Check out this episode for ideas on how to zero in on these prospects with informative content, nurture campaigns, targeted digital ads and more.

Hear why marketers need a balanced strategy of short-term tactics that drive, and nurture leads with long-term brand-building that raises awareness with the other 95% of your total addressable market—your future buyers.

00:20 The challenges of reaching prospects in the high-tech industry
04:24 Why it’s important to balance short- and long-term strategies to meet revenue targets
09:06 Leverage content that attracts high-intent buyers
15:50 How to use intent data technology to identify companies that may be in market for specific solutions
18:25 Using nurture campaigns to identify buying intent
19:51 Digital advertising and retargeting that drives engagement
22:31 Why you need to establish credibility and trust before expecting prospects to engage
24:21 Balancing short-term lead tactics with a long-term marketing strategy

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

The GrowthMode team is hearing from many marketing leaders who say they’re struggling to figure out why their programs aren’t driving better results. The reasons can sometimes be more obvious to us because we have the luxury of looking at it from an outside-in perspective. While your internal team is naturally heads-down working hard to produce work that meets a multitude of needs.

Listen to this episode to gain great insight on how to better align your approach to today’s HR tech buyer behaviors. Is your strategy on target? Find out now.

01:07 Gated content: How it impacts conversion rates
05:28 Slow lead pipeline: Creating content that’s more compelling and builds trust
09:45 Digital footprint: Why it needs to be robust to attract prospects
16:28 Converting leads: How to emphasize lead quality over quantity
17:29 Lead scoring: Identifying buying intent and why it can be challenging
19:57 Quality over quantity: Prioritizing quality builds a better pipeline
23:24 Rethinking your approach to drive better results

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

For more than a year, there have been less prospects in the market to buy HR tech solutions. It’s estimated that only 1% of prospects are actively buying these days compared to the more typical 5%. And this trend isn’t showing signs of a rebound just yet.

Maybe you’re asking yourself whether to slash your marketing budget. It’s a question we’ve been asked recently, and we think it’s something on a lot of leaders’ and marketers’ minds. Check out this this episode to hear our discussion on the trends, navigating this tougher selling environment and how to best support the long-term growth goals of your organization.

00:21 With less prospects buying, should your marketing investment change?
01:44 How the decrease of prospects is impacting the sales process 02:57 Highlights from the 2024 B2B Sales Benchmark Report on sales challenges and impact on quotas
04:46 Why the sales process is longer and win rates and deal values are down
09:18 Cutting back on marketing spend affects important long-term marketing programs
13:55 The role of marketing in building brand awareness, credibility and trust for future prospects
17:31 How to inform and influence internal decision makers about the importance of a long-term marketing mindset
18:47 Key takeaways and conclusion

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.