Decision-makers can interact with your content 50 or more times during the complex B2B buying journey. Rachit Dayal, the Chief Marketing Officer, APAC, for leading CXM provider Merkle, stresses that each of these touchpoints, particularly in the high funnel, doesn’t have to be a home run. Content is just a way to get your message across, Dayal says, and so long as it’s enjoyable and provides useful information it’s done the job, regardless of delivery format.
Dayal’s content strategies lean on creativity and a willingness to experiment across all channels, including consumer or lifestyle video. His philosophy is informed by his experience in different markets, where prospects’ expectations and reactions to content can vary widely.
Rachit Dayal, Chief Marketing Officer, APAC at Merkle
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