Where once outbound tactics such as pitching and cold calling were hailed as the key to building a successful sales pipeline, today’s tactics call for more of an inbound approach – generating demand through engaging content and thought leadership. With that in mind, let's take a look at trend #2 for 2016: Engage Me, Educate Me, Inspire Me with content.
All too often marketing programmes are developed based on a set of opinions from a few people inside the organisation with some quantitative customer data. With limited data sets to influence opinion and no market validation this will only lead to a scattergun strategy. Riding the luck-train may work from time to time, but most companies don't have the budgets or time to find out.