Face it: B2B sales and marketing are changing. There's no single decision-maker anymore-instead, you need to capture the attention of six to ten members of the buying committee that each has their own set of individual pain points and concerns. Sales cycles are also longer, offering more opportunities for leads to get stuck in the pipeline.

Understanding why leads get stuck in your sales pipeline relies on a better understanding of the state of the B2B marketplace and the buying journey itself. Buyers have become increasingly more independent, conducting their own research online and completing most of the decision-making process before even speaking to a salesperson. Where sales outreach was once characterized by a "Smile and dial" or "Call until you hear 'No'" approach, salespeople must now consider a more impactful way to reach out to leads to drive important conversations that ultimately close the deal.

The answer relies on marketing and sales teams working in tandem to deliver the right message at the right time with personalized messaging that capitalizes on the buyer's intent and concerns. That's why Johanna Shirman, Senior Marketing Manager at Madison Logic, and Chris Malito, Vice President of Sales (East Coast) at Madison Logic, recently sat down to discuss the tactics for driving leads toward successful sales meetings for the "From Leads to Discussions: Successful Tactics for Driving Sales Meeting" webinar. Here are some of their key takeaways.