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How B2B marketers can win the battle for attention

How B2B marketers can win the battle for attention.

We're all competing to capture the attention of our best prospects and customers, and, let's face it — that s no easy feat. We're bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload.

With research and buying habits from our personal lives bleeding into and influencing our professional lives, there s a battle for attention that s getting tougher to fight every day. Just like we disregard a commercial on TV or an ad in a magazine due to its lack of relevance to us, we also block out communications from brands that don t resonate or address challenges we re facing.

Engagement is the new currency for B2B marketers. When we can capture and hold the attention of our audience, we have a real opportunity to nurture and mature our relationships.

Here are four things to consider when trying to build trust with your audience: Focus your efforts on those you want to engage. The notion of mass communication has been proven to reduce engagement and ultimately dilute performance.


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marketingland.com

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