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Increasing Content Relevancy, Value & Utilization Top Themes At Content2Conversion Conference

C2C 2015 Logo Web1The more than 450 B2B marketers who will be gathering in Scottsdale, AZ next week for the Content2Conversion and Demand Gen Summit events will be getting something of a wake-up call from the top analysts presenting. Despite the increased investments in content marketing, there is still a considerable disconnect in creating messaging that is relevant and compelling to buyers.

“B2B organizations spend hundreds of thousands — if not millions — of dollars on content every year, both for content marketing and for ‘traditional’ marketing,” said Erin Provey, Service Director for Strategic Communications Management at SiriusDecisions, who will be presenting the keynote session. “Our research shows that a whopping 60-70% of content is never used by anyone (sales reps, prospects, customers, etc.). Think about the waste that represents! Content marketers have the potential to optimize both process and quality, increasing the potential of that content to contribute value to the business.”

Survey: Lack Of Processes, Metrics Holding Back Content Marketing

Screen Shot 2013-11-20 at 9.45.10 AMThe growth in content marketing can be partially attributed to the increased adoption of marketing automation to support lead generation. Marketing automation, especially when integrated with a company’s sales or CRM system, simplifies marketing management and enables marketers to leverage rich data that was previously difficult to obtain.

While research shows that marketing automation improves content marketing effectiveness, it is constrained by shortfalls in processes, management and measurements. Marketing organizations lack strengths in key process areas that are often enabled by marketing automation, such as content customization, targeting and measurement of sales conversion.

These are just some of the finding of the 2013 Lead Generation Marketing Effectiveness Study, conducted by Lenskold Group, sponsored by The Pedowitz Group and supported by Demand Gen Report.

The Rise Of The Marketing Technology Officer


Debbie QMarketers are using technology, specifically marketing automation platforms, to make an impact on revenue. In a recent study from Lenskold Group/The Pedowitz Group, 373 marketers were surveyed and 68% are using some type of marketing automation system. While this is interesting and certainly shows growth in this space, what is more interesting is the business result from using this kind of technology – companies using marketing automation integrated with CRM helps companies outgrow their competition. 

Evolving Your Marketing Automation from Tactical to Strategic Levels


Live Date: November 30th, 2012 at 1 PM ET / 10 AM PT • Register Now »

11-30_calRecent research has shown that lead generation marketing drives greater growth and effectiveness with executive level support for marketing automation. But what are marketers to do when marketing automation is treated as a basic implementation tool instead of as a strategic capability driven by executive leadership? This webinar will outline steps marketers can use to win support and provide facts from the 2012 Lead Generation Marketing Effectiveness research study to convince them.

New ROI Study Shows Firms With Ops Teams, Metrics Outgrowing Competitors

Companies outgrowing their competitors are much more likely to have a staff dedicated to marketing operations, use marketing ROI and profitability metrics, and have campaign management automation, according to the Lenskold Group / MarketSphere 2009 Marketing ROI & Measurements Study released this week.

Those firms that considered their marketing highly effective and efficient (9% of the total) showed significant advantages in having data, facts, and insight to better guide marketing spending decisions (75% vs. 33% of all other firms), using good measurements (69% vs. 30%), using customer analytics (65% vs. 31%), and having marketing operations processes to improve the business of marketing (64% vs. 29%).
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