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B2B-markkinointi: liidit eivät kerro koko totuutta
“Mistä kanavista meille tulee liidejä? Panostetaan niihin lisää.”
Kuulostaa järkevältä, mutta ei toimi pitkien myyntisyklien B2B-markkinoinnissa.
🔶 Liidejä tulee liian vähän, jotta niistä voisi vetää luotettavia johtopäätöksiä.
🔶 Ostoprosessi on pitkä ja monivaiheinen; yksittäisten kanavien vaikutusta ei voi jäljittää luotettavasti.
Lyhyellä aikavälillä liidit eivät kerro, mikä toimii. Ne ovat lopputulos siitä, että brändi on onnistuneesti ottanut paikkansa ostajan mielessä, jo kauan ennen yhteydenottoa.
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