TECH BUYER Sep 2022 - IDC Perspective - Doc # US49626322

The Digital-First Era Demands a New Marketing and Sales Model: Introducing Adaptive Customer Engagement


Laurie Buczek
Jason Cunliffe
Table of Contents

Executive Snapshot

Figure: Executive Snapshot: Marketing and Sales Face a New Reality of Serving Digital-First Buyers

Situation Overview

Four Reasons Why Marketing and Sales Needs a New Model

Digital Is Now a Permanent and Dynamic Part of Our World

Figure: Decision-Making Information Utilized Across Digital and Human Touch points

Customer Experience Impacts B2B Buying Decisions

Precision Marketing Is Table Stakes

Figure: Buyers Expectations on Personalized Content and Engagement

Content's ROI Black Hole Is Marketing's Achilles Heel

Introducing the Adaptive Customer Engagement Model

Figure: The Adaptive Customer Engagement Model

Buyer Objectives

Figure: The Orchestrated Buying Experience

Adaptive Enablement

Figure: Marketing Becomes the Customer Intelligence Hub

Adaptive Engagement

Figure: Serving the Digital-First B2B Buyer

The Seller's Objectives

Figure: Redefining Marketing and Sales Operating Model

Advice for the Marketer

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