80% percent of the sales cycle now takes place in digital or remote settings, according to industry analysts. That means it’s now up to marketing to move buyers further down the funnel—up to and including the point of decision.
But how can marketers, who have historically focused on brand awareness and top-of-funnel demand generation, rise to this new reality?
Research shows that the primary factor driving buying decisions is memory. Your buyer interacts with your marketing in one moment, but they decide to purchase later on. That means your marketing messages, content, visuals, and stories must all be memorable enough to influence buying decisions.