B2B companies have an attention problem. As marketing technology has improved over the last few years, marketers have fallen back on uninspired tactics like formulaic outbound emails and lackluster drip campaigns.
They’re going through the motions, and their results are suffering as a result. Last year, Econsultancy reported that only 22 percent of companies were satisfied with their conversion rates. Meanwhile, Hubspot research found that 65 percent of companies said generating traffic and leads was their top marketing challenge.