In today’s technology-driven society, conversations with buyers rarely happen face-to-face or even over the phone. In fact, SiriusDecisions reports that the average b2b buyer is 70% of the way through their buying process before ever speaking to a sales rep. To connect effectively with modern buyers, it is essential that marketers deliver content digitally that speaks directly to the needs of the buyer. Therefore, content has emerged as a key ingredient to digital marketing. However, it is also one of the most challenging areas for b2b marketers.
To get a closer look at this challenge, we teamed up with DemandGen Report to poll the marketing automation user community on the role of content in demand generation and overall marketing strategy. The survey found a growing interest in measuring the impact of specific content pieces on various phases of the sales funnel, with 31% of respondents indicating they currently measure and attribute the impact of specific content; and 59% indicating and interest in tools that can help measure the impact.
In this DemandGen Report: Blueprint for Using Content to Connect with Buyers, marketing automation power users and industry experts share lessons and best practices for building a content roadmap that connects with buyers and helps them move through the stages of the buying process. Download now to receive a step-by-step guide on how to:
- Conduct an audit of existing content and identify gaps
- Repurpose existing web or sales material into educational nurturing content
- Develop buyer personas
- Map content to buyer needs and stages
- Measure the success of your content and its contribution to your bottom line
If you’re a b2b marketer tasked with building a lead nurturing programs and content roadmaps, this DemandGen Report is a “must-read”.