If you’re in content marketing or sales enablement, you may have heard the somewhat terrifying stat that nearly 70% of content doesn’t get used by the sales team. That’s right — more than two-thirds of content created by your marcom team isn’t being leveraged by those in your organization with a direct connection to the customer.
Just because B2B companies have a long buying cycle and their products aren’t typically sexy doesn’t mean that B2B marketers have to abandon creativity.
Industry experts report that B2B marketers are tackling their inbound marketing initiatives with the help of relevant, contextual content to provide B2B buyers the information they need to move along their buying journey. Ultimately, these data-driven clues position B2B sales teams with leads that are most likely to convert.
Glassdoor made a smart move by capitalizing on the popular “Dummies” series when it published Employer Branding For Dummies, Glassdoor Special Edition. The content was the top-performing E-book out of 15 E-books that the company created in 2014 and helped the employment and recruiting marketplace win a Killer Content Award that year.