There’s bad news and good news on the Dynamics ISV marketing front: The bad news is that marketing has never been more demanding, the needs more complex. The good news? Savvy marketers are leveraging a mix of digital experiences with multiple touch points, reports a new survey.
Sophisticated prospects like Dynamics users and partners “don’t want fewer experiences — they want better experiences that allow them to interact, engage and self-select through a variety of content options,” says ON24, a digital engagement platform, in a new survey.
The results of the new survey confirm MSDW’s long-term approach of leveraging multiple content options—product and educational webcasts, videos, white papers, thought-leadership panels, and podcasts—to engage Dynamics users and make follow-up communication more likely to result in sales.
According to the ON24 survey, completed earlier this year:
- The total number of interactions buyers need to make a purchase decision has increased by 59% and more than 40% of buying decisions have more than six members involved.
- Audiences want to engage and self-educate on their own schedule, and on-demand consumption has increased 11% YOY, with 40% of webinar registrants preferring to engage on-demand.
- Marketers are leveraging a mix of digital experiences, such as webinars, content hubs and personalized landing pages, to deepen their prospect interactions and grow pipeline in a scalable and repeatable way.
To increase the productivity of its expanding content and data capture options, MSDW has developed an account-based marketing (ABM) system specifically designed for ISV and partner clients, enabling them to extract even more intent data on their prospects from content reports. The system will be directly integrated into the back-end of MSDW, and we’ll be providing a first glimpse of the upgraded platform at our Partner Marketing Event at DynamicsCon LIVE, May 25th, in Scottsdale, AZ.
