Ardath Albee is a B2B Marketing Strategist and CEO of her firm Marketing Interactions, Inc. She authors the popular Marketing Interactions blog, speaks frequently at industry events and her book, eMarketing Strategies for the Complex Sale was released last fall by McGraw-Hill. Ardath helps B2B companies with complex sales turn prospects into buyers with emarketing strategies powered by contagious content. In her section of the Guide , Use Content Intelligence to Drive Pipeline Momentum, Ardath discusses the job content needs to do to escalate marketing effectiveness. According to Ardath: “Content intelligence is the information you need to determine how to connect with prospects at the right time with the right message.”
Of course, the driving facilitator for a marketers’ ability to harness the intelligence made possible through content interaction is dependent upon having a marketing automation platform in place to support the process. The ability to track and score a lead’s activity and behavior—combined with demographics—is necessary for lead prioritization.
Ardath explains 3 ways in which content can be used accelerate pipeline momentum:
- Delivering the right message at the right time to the right prospect.
- Why lead scores are much more than a number.
- How to use content after the initial sale to drive more revenues.
The upshot is that content, used strategically, can play an important role in marketing effectiveness that extends way beyond lead generation. This section shows you several approaches that you can use to put both your content and your marketing automation platform to work.