Survey Says! Personalization is Key to Content Marketing

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.

The Opportunity Cost of Product Marketing Content Gaps

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 ROI Case for Outsourcing Demand Generation Content

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:

  1. It’s 4x less expensive! (Read on for the calculations.)
  2. It can produce a better product.
  3. Higher quality resources are now available to deliver on these promises.

Successful Business Development Have These 4 Things In the Bag

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.

Top Tools to Get Lumbering Opportunities Moving Quickly

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.

Top Tools to Turn Curious Prospects into Excited Opportunities

One of the most common demand generation issues I hear from clients is, “We get leads, but they rarely convert into opportunities.” If you could use some conversion rate improvement, the following marketing tools are excellent assets to use on your website for prospect engagement.

Fundamentally, you will need to build a journey for your website visitors. Think of this journey like hiking trails in a park. The prospect wants to choose which trail they go on and how long they take in their journey. Your job is to keep the path clear and to insert value along the way so they always know how to continue forward and have the motivation to do so. If they aren’t motivated to continue on their journey, they are going to pack up and leave.