Wednesday Wisdom: The Lead-Based Approach Has Failed Us: It's Time to Move On

saraboostani

Hi all,

We have an incredibly rich resource to share with you today.

The Lead-Based Approach Has Failed Us: It's Time to Move On, written by @Kerry Cunningham, is a guide created to provide you with the insights to advocate for change within your organization. For too long, many have operated in a disconnect between what we know about how B2B buying is done and how B2B companies pursue buyers.

B2B buying is done by teams, not individuals. Yet, the traditional methods of reaching potential customers are geared towards recognizing and responding to individuals rather than buying groups (leads).

In this report, we detail:

• Why B2B is about buying groups, not leads
• How traditional B2B marketing causes missed deals and wasted time
• How to use buying group signals — rather than just individual leads — to drive massive productivity gains

While we encourage you to read the entire report, we also intend it to serve as a reference you can return to as you progress in evolving your organization. The main body of the report is preceded by an executive summary, as well as a section-by-section summary guide. These are intended to help introduce the main arguments of the report and to guide you to the parts that are most relevant to your organization.

We hope you find this report useful in your endeavors to drive organizational change and improve the effectiveness of your marketing efforts.

https://6sense.com/research/moving-on-from-lead-centricity/

Kerry

Thanks, @saraboostani. This is a really complete document to help you make the case for change in your organization. And, we're here to help, so ping me with questions and comments.
Within a few weeks, we'll have videos embedded for the reading-disinclined.