Thinking outside the bubble: How to build a valuable B2B audience
How to Identify the Right Audience for B2B Content Marketing
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Transcript of How to Identify the Right Audience for B2B Content Marketing
How to Use Customer Intelligence to Identify the Right Audiencefor your B2B ContentFeaturing: Nick Stein
Hana AbazaVP Marketing,
Uberflip
Nick SteinSVP MarketingVision Critical
TWEET YOUR QUESTIONS
@visioncritical
How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Watch the on demand
webinar for full detailsvisioncritical.com/resources
78%of B2B marketers plan to
grow their content marketing teams by one to
three peoplein the next year
(Marketing Charts)
88%
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
Content Marketing Institute
50%of organizations intend to
increase their contentmarketing budget
WHY B2B CONTENT MARKETING
IS GROWING
B2B BUYING IS MORE COMPLICATED THAN EVER
57%
OF THE WAY THROUGHTHE PURCHASE DECISION BEFORE
THEY MEANINGFULLY ENGAGEA SUPPLIER SALES REP
(CEB)
CUSTOMERS ARE 5.4Is the average number of
people involved in a B2B buying group (CEB)
11 to 17average number of interactions betweena B2B buyer and a vendor in successful
buying transactions (SiriusDecisions)
THREE CHALLENGES IN
B2B CONTENT MARKETING
PROBLEM 1: OPTIMIZING DISTRIBUTION
PROBLEM 2: CREATING CONTENT THAT STANDS OUT
Content output from brandshas increased 35% per channel,
but content engagementdecreased by 17%
TrackMaven
PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE
90%of content goes unusedbecause it’s irrelevant
Forrester Research
SALES TEAMS ARE
FOCUSED ON VERY
SPECIFIC PERSONAS
MARKETING
SALESVERSUS
FIXING THE MARKETING-SALES DISCONNECT
RISE OF CUSTOMER MARKETING
1
2
3 Identify and engage advocates you can use for marketing campaigns, media opportunities, events, etc.
Reduce churn
Increase expansion revenue
THE SOLUTION TO THESE CHALLENGES:
GET A CLEARER PICTURE OF
YOUR TARGET PERSONAS
86%of B2B buyers say that
marketing content is notuseful, relevant or alignedwith the needs of decisionmakers at their company
IDG Connect
IMAGINE A WORLD WHERE YOU CAN…
DEFINE YOUR PERSONASLearn 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 SPENDDiscover how your
leads and prospects prefer to consume media and which
platforms you should invest in
TEST CONTENTGet feedback before launch to maximize
your content marketing ROI
HOW MOST COMPANIES DO IT TODAY
Improve marketing campaigns
1
2
3
4
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
5
USE CUSTOMER INTELLIGENCE TO IDENTIFY THE RIGHT AUDIENCE
Discoverhow customer intelligence helps you identify the right audience for your B2B content Watch this short video
and see how it workswww.visioncritical.com/how-customer-intelligence-
works
Enterprise Guide to Marketing Technologywww.visioncritical.com/guide-to-marketing-technology
The Everything Guide to Millennials
www.visioncritical.com/guide-to-millennials
Enterprise Guide to Customer Intelligencewww.visioncritical.com/guide-to-customer-intelligence
RESOURCES
How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Watch the on demand
webinar for full detailsvisioncritical.com/resources