Don’t Be A Drip
If B2B marketers simply provide automated, drip marketing, their sales opportunities will continue to suffer. However, there is a solution — lacklustre sales can be revived by truly giving consumers what they want.
“B2B marketers must move away from a model built on “more” (more content = more engagement = more progress). In a world where customers are struggling with too much information rather than not enough, the most successful marketers are focused on providing less information, specifically designed to make buying easier.”
— Gartner Sales & Marketing Conference, keynote by Brent Adamson, distinguished Vice President at Gartner (Fetched from Bussinesswire.com Oct 10, 2018)
Personalized Content Experiences
The future of B2B marketing starts with personalized content experiences that encourage the most information-hungry prospects to binge while still providing the best follow-ups for those on a slower track.
Instead of creating layers and layers of content that no one can find, start with how buyers actually purchase today. Customers want to self-educate, they want smarter relevant experiences which make their lives easier. Consider them as being on a mission, they don’t want to be drip-fed over weeks or months. Make it easy for them to find what they’re looking for to reach the purchase decision.
Key factors for rethinking a B2B Content Marketing Strategy include:
Customers want to self-educate, they want smarter relevant experiences which make their lives easier.
Customers are on a mission, they don’t want to be drip-fed over weeks or even months.
Customers want to easily find what they’re looking to reach the purchase decision, and not have to make sense of layers and layers of content.
According to Gartner, “In order to engage B2B buyers in a way that overcomes information overload and drives progress to a successful purchase, marketing leaders need to shift their content marketing strategy to:
Enable Self-Service: Repurpose successful content by identifying pre-existing sources of buyer enablement from functions such as sales or customer service and modify them for customer self-service.
Constantly Update: Build and deepen an ongoing understanding of buying needs as they arise by implementing a buyer enablement system and strategy.
Ensure Cross-Channel Consistency: Allow customers to self-serve by providing a consistent set of enablement resources across in-person and digital information channels.”
— Gartner Says B2B Brands Need to Rethink Their Content Marketing Strategy
To see how we are simplifying this process for B2B Marketers, speak with a Surfable Client Success Advisor.