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Attention Marketers: Your Content Marketing Strategy Is Shortsighted

Randy2c UberflipCalling all marketers: it’s time to abandon an outdated mindset around content marketing and embrace change.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.

Content Still Missing The Mark With Buyers & Sellers: SiriusDecisions Analysts To Share Strategies To Avoid Content Disconnects At #B2BMX

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.

Study: Audience-Centric Marketing Most Impactful For Each Buying Scenario

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.

SiriusDecisions Survey Shows CMOs Fueling Growth Strategies With Buyer-Centric Tools & Skill Sets

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.

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