Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

How to Identify the Right Audience for B2B Content Marketing

Nick Stein, SVP Marketing at Vision Critical, and Hana Abaza, VP Marketing at Uberflip, discuss the challenges of B2B content marketing and the rise of account-based marketing and customer marketing. Watch the on-demand webinar: http://ow.ly/cAx93039Qiw

Ähnliche Bücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen
  • Loggen Sie sich ein, um Kommentare anzuzeigen.

  • Gehören Sie zu den Ersten, denen das gefällt!

How to Identify the Right Audience for B2B Content Marketing

  1. 1. How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Featuring: Nick Stein
  2. 2. Hana Abaza VP Marketing, Uberflip Nick Stein SVP Marketing Vision Critical TWEET YOUR QUESTIONS @visioncritical
  3. 3. How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Watch the on demand webinar for full details visioncritical.com/resources
  4. 4. 78%of B2B marketers plan to grow their content marketing teams by one to three people in the next year (Marketing Charts) 65%of B2B buyers report that the winning vendor’s content had a significant impact on their decision (DemandGen Report) 76% OF B2B MARKETERS SAY THEY USE CONTENT MARKETING (Content Marketing Institute) of B2B marketers say they plan on producing more content in 2016 compared to last year (Content Marketing Institute) B2B CONTENT MARKETING IS MAINSTREAM
  5. 5. Content Marketing Institute of organizations intend to increase their content marketing budget
  6. 6. WHY B2B CONTENT MARKETING IS GROWING
  7. 7. B2B BUYING IS MORE COMPLICATED THAN EVER OF THE WAY THROUGH THE PURCHASE DECISION BEFORE THEY MEANINGFULLY ENGAGE A SUPPLIER SALES REP (CEB) CUSTOMERS ARE 5.4 Is the average number of people involved in a B2B buying group (CEB) 11 to 17 average number of interactions between a B2B buyer and a vendor in successful buying transactions (SiriusDecisions)
  8. 8. THREE CHALLENGES IN B2B CONTENT MARKETING
  9. 9. PROBLEM 1: OPTIMIZING DISTRIBUTION
  10. 10. PROBLEM 2: CREATING CONTENT THAT STANDS OUT Content output from brands has increased 35% per channel, but content engagement decreased by 17% TrackMaven
  11. 11. PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE
  12. 12. of content goes unused because it’s irrelevant Forrester Research
  13. 13. SALES TEAMS ARE FOCUSED ON VERY SPECIFIC PERSONAS
  14. 14. MARKETING SALES VERSUS
  15. 15. FIXING THE MARKETING-SALES DISCONNECT
  16. 16. RISE OF CUSTOMER MARKETING Identify and engage advocates you can use for marketing campaigns, media opportunities, events, etc. Reduce churn Increase expansion revenue
  17. 17. THE SOLUTION TO THESE CHALLENGES: GET A CLEARER PICTURE OF YOUR TARGET PERSONAS
  18. 18. of B2B buyers say that marketing content is not useful, relevant or aligned with the needs of decision makers at their company IDG Connect
  19. 19. IMAGINE A WORLD WHERE YOU CAN… DEFINE YOUR PERSONAS Learn about the pain points of your target audience UNCOVER PAIN POINTS Discover the business challenges facing your target audience, so you can use content to address those pain points OPTIMIZE CONTENT MARKETING SPEND Discover how your leads and prospects prefer to consume media and which platforms you should invest in TEST CONTENT Get feedback before launch to maximize your content marketing ROI
  20. 20. HOW MOST COMPANIES DO IT TODAY
  21. 21. Improve marketing campaigns
  22. 22. Build more comprehensive target personas Get an understanding of the pain points of your audience Get feedback to maximize your content’s effectiveness Optimize your content marketing distribution channels and spending Build stronger customer relationships over time by engaging with them regularly 1. c
  23. 23. Discover how customer intelligence helps you identify the right audience for your B2B content Watch this short video and see how it works www.visioncritical.com/how-customer-intelligence-works
  24. 24. Enterprise Guide to Marketing Technology www.visioncritical.com/guide-to-marketing-technology The Everything Guide to Millennials www.visioncritical.com/guide-to-millennials Enterprise Guide to Customer Intelligence www.visioncritical.com/guide-to-customer-intelligence RESOURCES
  25. 25. How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Watch the on demand webinar for full details visioncritical.com/resources

×