- Published in News Briefs
Calling all marketers: it’s time to abandon an outdated mindset around content marketing and embrace change. For the last ten years, we’ve been inundated with the term “content marketing.” While it seems to mean something different to everyone, we can all agree that when it comes to using content marketing to secure and engage leads, sometimes less is more.
Artificial Intelligence (AI) and machine learning are being baked or integrated into every aspect of B2B technology. Early adopters are seeing success leveraging AI to enhance and scale personalization efforts, offer content recommendations via owned channels and streamline the sales cycle.
Despite substantial investments in expanding their content library to engage buyers, research from SiriusDecisions shows messaging is still missing the mark with audiences and internal sales teams.
The challenges around creating audience-centric content and getting sales teams to successfully utilize that content will be addressed in two of sessions during the B2B Marketing Exchange, taking place next week (February 19-21) in Scottsdale, AZ. Analysts from SiriusDecisions, Phyllis Davidson and Rachel Young, will be kicking off our Content2Conversion and Sales Impact Summit tracks (respectively), at the event, and Demand Gen Report caught up with the two thought leaders to get a preview of their sessions.
Accountability is at an all-time high for B2B marketing teams. They are expected to drive more revenue with a limited budget — while also guaranteeing that success can be easily measured. CMOs must refine their operations to streamline their marketing efforts and position their teams to easily measure the impact of future campaigns.
To enable B2B businesses to make a purchase decision, every stakeholder within the buying unit must be on board. To accomplish this, marketing and sales must align under one common goal to accelerate deals within buying units to create more opportunities — and potential revenue.
New research from SiriusDecisions — based on B2B buyer behavior over the past year — has revealed that taking an audience-centric approach to marketing throughout each stage of the buying decision has a positive impact no matter the buying scenario — an individual, a consensus or a buying committee. Other than previous experience with the vendor, the top-two decision drivers were the influence of customer references or testimonials and the abilities for vendors to meet the specific buyer’s needs.
The fundamental shift from capturing individual leads to engaging buying within target accounts is a multidimensional change many B2B marketers are struggling with as they look to adapt their approach strategies, processes and tools.
Driving growth has increasingly been a growing expectation of the CMO role, but now B2B CMOs are supporting growth initiatives with new skills, tools and a renewed focus on audience-centric campaigns. New research from SiriusDecisions shows that global CMOs are supporting their organizations’ growth objectives by aligning internal teams on buyer centricity, developing employee skills and analyzing KPIs that tie audience engagement to revenue.