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PathFactory Looks To Bridge Marketing & Sales Gap By Arming Teams With Content Consumption Data

PathFactory aims to remove friction for the B2B buyer by enabling them to easily connect with the right information at every step of the buyer’s journey. Path Analytics and PathFactory for Sales are designed to provide insight about content consumption to both marketers and salespeople, so they can quickly identify the most engaged buyers, best performing content and top channels.

New Research: Top-Performing Marketers Prioritize Audience Needs, Leverage Email And Educational Content For Nurturing

Ninety percent of best-in-class marketers put their audience’s informational needs above their company’s sales/promotional messages, according to new research from the Content Marketing Institute, MarketingProfs and Conductor.

The report, titled B2B Content Marketing 2019: Benchmarks, Budgets and Trends — North America, surveyed responses from 771 B2B marketers and analyzed strategies for improving content marketing efforts and driving success. Additional findings include:

  • Email and educational content are the top two ways B2B marketers nurture their audience;
  • 56% of marketers have increased their spending on content creation in the past year and 37% have increased their content marketing staff; and
  • The three main content marketing concerns are changes to SEO/search algorithms (61%), changes to social media algorithms (45%) and making content marketing a revenue center (41%).

“It’s terrific to see how many content marketers are putting the audience first,” said Lisa Murton Beets, Research Director at the Content Marketing Institute, in a statement. “This was a novel concept to many traditional marketers 10 years ago … [but] now it’s a common practice among the most successful content marketers surveyed [and] we can see how much marketers have adjusted their thinking.”

7 Fixable Content Marketing Mistakes To Address

Content strategies must continuously adapt to meet buyer expectations in order to generate success. However, there are still some common mistakes that can easily be addressed to maximize content effectiveness. This infographic from Curata spotlights seven of the biggest content marketing mistakes B2B companies fall victim to, along with reasons why these mistakes can limit success.

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