Welcome!

Blog Feed Post

Demand Generation and Content Marketing: A Match Made in B2B Heaven

Content marketing is indisputably hot. Over the last few months, I’ve presented to a wide variety of groups about content marketing — Content Marketing World attendees, marketing directors, Salesforce.com users, and college students, to name a few. In all of these sessions, one thing stands out: We’re finally turning the corner on the way marketers approach content marketing. As opposed to treating it like just another tactic, most people now recognize that content marketing represents an approach that touches every facet of marketing.

Content strategy planning wheel

While this may seem intuitive, I’ve been predicting (and waiting for) this shift in mindset for a couple of years now, and am glad to see it take root. What is still less widely acknowledged, and what is the focus of our webinar this Wednesday, is that content marketing is a key driver of demand generation. As such, it plays a vital role in your 2014 demand generation plan.

Want to find out more about how modern marketing, content, and demand generation work together? Sign up for our webinar, “Using Content Marketing to Fuel Your Demand Generation Engine,” on Wed., Dec. 11 from 2 to 3 p.m. EST.

Why? The ultimate goal of demand generation may be revenue, but the aim of the content side of your demand generation plan should be to educate, inform, entertain, and inspire. When this happens, your content fuels brand awareness, which fuels interest in your B2B or B2C services, which fuels acquisition and retention, and so on. You get my point. Content drives sales, but only when executed well and guided by strategy.

What does this mean for modern marketers? With this shift to a more holistic, data-driven approach, the modern marketer and modern marketing department have to adjust. Marketers are no longer responsible for just brand building, making sure the trade show booth looks good, and generating the occasional lead, but for the following activities:

  • Brand building (this doesn’t go away).
  • Making buyers aware that they have a problem they may not know they have. For example, my current provider doesn’t do X, Y, and Z for me but should, or maybe I never knew I even needed a service that does A, B, and C until I read this remarkable content.
  • Educating buyers on what that problem actually is, and why it warrants taking action to remedy.
  • Making buyers aware of a better solution that your company just happens to provide.
  • Generating and qualifying leads for sales readiness either manually or, more frequently, with the assistance of automation tools and lead scoring systems.
  • Segmenting leads based on perceived interest, intent, and sales-readiness.
  • Nurturing leads until they are sales ready.
  • Delivering more qualified leads to sales. (Even if there are fewer total leads touched by sales, those leads they do touch are more ready to buy and likely to close.)
  • Nurturing leads that have not yet bought from sales.
  • Nurturing leads that have bought, whether through cross-sell, upsell, retain, and/or buy again.

What do these areas have in common? You can’t do any of them without content — content targeted to your buyers, content targeted to your customers, and content that’s not just about your brand.

Does your marketing plan address that? If not, you’ve got some work to do. As the numbers bear out in the latest report by the Content Marketing Institute, content marketing starts with (and relies on) a solid strategy. Consider: Eighty-four percent of marketers who say they are ineffective at content marketing report having no documented strategy. B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 percent vs. 11 percent).

Modern marketing is complex, and content is an essential cog in your demand generation and sales wheel. Today’s buyers expect and make decisions based on the content you put out. Nail your content marketing strategy, keep your finger on the pulse (i.e., the data) of your interactions, and fine-tune it as needed. Learn more in our webinar, “Using Content Marketing to Fuel Your Demand Generation Engine.”

Need help with your content marketing plan? Contact us to see if we might be able to help you.

The post Demand Generation and Content Marketing: A Match Made in B2B Heaven appeared first on Right Source Marketing.

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
DXWorldEXPO LLC announced today that Telecom Reseller has been named "Media Sponsor" of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Enterprises are universally struggling to understand where the new tools and methodologies of DevOps fit into their organizations, and are universally making the same mistakes. These mistakes are not unavoidable, and in fact, avoiding them gifts an organization with sustained competitive advantage, just like it did for Japanese Manufacturing Post WWII.
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...
Transformation Abstract Encryption and privacy in the cloud is a daunting yet essential task for both security practitioners and application developers, especially as applications continue moving to the cloud at an exponential rate. What are some best practices and processes for enterprises to follow that balance both security and ease of use requirements? What technologies are available to empower enterprises with code, data and key protection from cloud providers, system administrators, inside...
Daniel Jones is CTO of EngineerBetter, helping enterprises deliver value faster. Previously he was an IT consultant, indie video games developer, head of web development in the finance sector, and an award-winning martial artist. Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
"Calligo is a cloud service provider with data privacy at the heart of what we do. We are a typical Infrastructure as a Service cloud provider but it's been designed around data privacy," explained Julian Box, CEO and co-founder of Calligo, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
With more than 30 Kubernetes solutions in the marketplace, it's tempting to think Kubernetes and the vendor ecosystem has solved the problem of operationalizing containers at scale or of automatically managing the elasticity of the underlying infrastructure that these solutions need to be truly scalable. Far from it. There are at least six major pain points that companies experience when they try to deploy and run Kubernetes in their complex environments. In this presentation, the speaker will d...
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...