How to Use Customer Intelligence to Identify The Right Audience for Your B2B Content
Transcript of How to Use Customer Intelligence to Identify The Right Audience for Your B2B Content
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How to Use Customer Intelligenceto Identify The Right Audience
for Your B2B Content
Hana AbazaVP Marketing, Uberflip@hanaabaza
Nick SteinSVP Marketing, Vision Critical@stein_nick
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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Stick Around For a Demo
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78%of B2B marketers plan to
grow their content marketing teams by one to three people
in 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
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Content Marketing Institute
50%of organizations intend to
increase their contentmarketing budget
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WHY B2B CONTENT MARKETING
IS GROWING
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B2B BUYING IS MORE COMPLICATED THAN EVER
57%OF THE WAY THROUGH
THE PURCHASE DECISION BEFORETHEY MEANINGFULLY ENGAGE
A 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)
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THREE CHALLENGES IN
B2B CONTENT MARKETING
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PROBLEM 1: OPTIMIZING DISTRIBUTION
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PROBLEM 2: CREATING CONTENT THAT STANDS OUT
Content output from brandshas increased 35% per channel,
but content engagementdecreased by 17%
TrackMaven
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PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE
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90%of content goes unusedbecause it’s irrelevant
Forrester Research
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SALES TEAMS ARE
FOCUSED ON VERY
SPECIFIC PERSONAS
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MARKETING
SALESVERSUS
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FIXING THE MARKETING-SALES DISCONNECT
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RISE OF CUSTOMER MARKETING
Identify and engage advocates you can use for marketing campaigns, media opportunities, events, etc.
Reduce churn
Increase expansion revenue
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THE SOLUTION TO THESE CHALLENGES:
GET A CLEARER PICTURE OF
YOUR TARGET PERSONAS
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86%of B2B buyers say that
marketing content is notuseful, relevant or alignedwith the needs of decisionmakers at their company
IDG Connect
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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 SPEND
Discover 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
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HOW MOST COMPANIES DO IT TODAY
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Improve marketing campaigns
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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
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Discoverhow 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
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RESOURCES
Enterprise Guide to Marketing Technologywww.visioncritical.com/guide-to-marketing-technology
The Everything Guide to Millennialswww.visioncritical.com/guide-to-millennials
Enterprise Guide to Customer Intelligencewww.visioncritical.com/guide-to-customer-intelligence
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QUESTION TIME!
Nick SteinSVP Marketing, Vision Critical
@stein_nick
hub.uberflip.com
Hana AbazaVP Marketing, Uberflip
@hanaabaza
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