Digital transformation has brought brands closer to their audiences. However, the problem of having easy access to broad audiences can make it more challenging to engage the right customers. Even potential customers with little to no interest in your brand offerings want to"'know more" or "read more." Zycus, a global provider of source-to-pay procurement solutions, was facing a similar problem – dealing with poor quality leads, especially in newer markets with low brand awareness. Zycus' digital marketing mandate was clear. The company needed to create awareness and consideration […]
