target audience: TECH BUYER  Publication date: Sep 2022 - Document type: IDC Perspective - Doc  Document number: # US49626322

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


  • Laurie Buczek Loading
  • Jason Cunliffe


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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

  • Learn More

    • Related Research

    • Synopsis