Personalization. It’s not just the latest marketing buzz-word. It’s the way to break through the noise and reach your target audience. In fact, it’s a concept that is driving much of the marketing automation technology innovation for both B2B and B2C companies. So, it makes sense that we spend some time figuring out why it is so important and how you can start personalizing your go-to-market. To help us on our journey, I’ll reference key statistics and findings from three well done research studies: the Salesforce State of Marketing Survey, Salesforce’s State of the Connected Customer Research and the B2B Content Marketing 2019: Benchmarks, Budgets, and Trends report from Content Marketing Institute and MarketingProfs.
After writing an article on the ROI of outsourcing demand generation content, I was asked if the same numbers and reasoning held true for product marketing content. I definitely write a lot of white papers, core website messaging and even sales enablement content so there must be value there too. But what are the actual numbers?
Read on for the hard numbers on more than doubling the output of product marketing with ⅙ of the cost of a product marketer.
The gig economy sounds great, but is it really a fit for Corporate America? Marketing departments have been outsourcing for years to get specialized deliverables. But what about outsourcing the content that defines your message and relationship with your prospects and customers? Should that ever be outsourced?
Absolutely! Here’s why:
- It’s 4x less expensive! (Read on for the calculations.)
- It can produce a better product.
- Higher quality resources are now available to deliver on these promises.
Article originally published on MarketingProfs here.
In my experience implementing ABM as a SaaS CMO, and then working with other B2B companies as a consultant, I’ve found 10 key steps that lead to ABM success. More important, I’ve identified some common mistakes so you can avoid them.
Step 1: Identify your ideal buyer
One of the most common moves I see a startup do is hire a business development person too early. Yes, there is pressure from early investors (and your spouses) to start making money. However, investing too early will be wasted money because your hotshot business development hire won’t have the right tools to succeed. Read on to learn what you need to figure out and create before making that critical hire or to evaluate whether or not you have the right tools for your existing team.
I work with a lot of startups on positioning and one of the most gaping holes is always references. When I ask the question, “Who is willing to say that your solution is awesome?” the answer is always, “No one, we don’t have customers (or willing customers) yet.” They then expect me to move on to my next question, but instead I dig in my heels. Because you can get references! You just need to know where to look.
Top places to get references – other than customers
One of the top frustrations I hear from sales and marketing is, “Our opportunities seem to get stuck in the pipeline, we need a way to create urgency so they purchase.” This is a common problem for many companies as most products and solutions are a nice-to-have. Will they improve the lives of buyers? Sure! But it doesn’t mean there is a fire burning under them to buy it. This is the reality so many B2B salespeople are faced with – trying to drag opportunities through to the next stage without clear motivation for them to do so.
Just like the article on how to turn prospects into excited opportunities, sales and marketing need to create a journey for opportunities in order for them to progress to purchase. A journey where sales is adding value at each step. With some help from marketing, you can insert some great tools into your sales cycle to do just that.