From their 2011 data:
- Generating high-quality leads
- Generating a high volume of leads
- Marketing to a lengthening sales cycle
- Generating value in “cutting edge” product benefits
- Generating public relations “buzz”
- Competing in lead generation across multiple media
- Marketing to a growing number of people involved in the buying process
Do any of these resonate with you? Most likely they do. At the Silverpop Industry Conference this last week, Gary Vaynerchuk said it best – that content used to be king, but really, context is king. In my opinion, creating relevant content for your audience and offers that they find meaningful and valuable (in other words…contextual) is the key to sustaining acceptable conversion rates and return on your B2B marketing and B2B lead generation dollar.
Here’s one way to gauge quickly if you are on the right track; how many different segments (or lists) or prospects to you maintain and send them different content, offers, calls to action?
If you answered 3 or less (i.e. customers, prospects, suspects) – not too good. Very general messages.
If you answered up to 5 (add in in some segments based on timing, industry, goals/pains or other firmagraphic information) – decent. You should be feeling as though you are getting some value from your marketing.
If you are closer to 10 segments or 10+ (employing different, relevant messages, content, offers and calls to action for each) – you are best-in-class. Congratulations!
It’s not easy. It takes planning, thought and diligent execution. Bets of success. Get started this week!
