Boosting Content in the New Era of Marketing is the Need of Today's B2B
If there’s one thing 2021 has made clear to B2B marketers, it’s that today’s B2B buyers are prioritizing a digital-first approach. They’re also experiencing a more complex buying journey, with more touchpoints and more parties. To compound this even further, a recent study by Integrate and Heinz Marketing found that current team structures, processes, and technology are not effectively supporting the goals of today’s marketing teams.
Here are four steps to make your content promotion strategies more effective, seamless, and controllable:
Block bad leads
Data is the biggest hurdle B2B Marketers face when trying to connect with their buyers. Many marketers still struggle to capture, update, and maintain clean data, which puts their relationships with sales and leads at risk. The challenges of running high volume lead generation campaigns without a system to process and reject poor leads lead to manual execution from Marketing, delays in distributing leads to sales, and poor lead quality.
Choose the right target
Good data quality and confidence go hand in hand with accurate customer targeting. In today’s marketing world, B2B marketers need to target even more precisely by cultivating ideal customer profiles or marketing based on their personas.
Centralize and connect resources
Many marketers may be used to managing campaigns across multiple sources, channels, and publishers, but few know that there is a better way. B2B marketers need to break down campaign silos and stop manually managing disconnected channels.
Coordinate the omnichannel experience
Ultimately, B2B marketers need to orchestrate the buyer journey by guiding prospects and building meaningful connections with them to generate high-quality leads that will convert.
summary
Content-driven strategies remain a vital channel for marketers, although they may have lost some of their prominence in recent years due to inaccurate data, bad leads, and scalability issues. A multi-channel, buyer-centric approach to content delivery, coupled with the right technology that puts data governance at the core, is where B2B marketers can thrive.
Original post: https://martech.org/4-ways-to-upgrade-your-content-syndication-strategy/
Translator: Phan Hoang Bach