As a B2B marketer, you are likely finding that traditional marketing methods are challenged. Prospects have learned to filter messages - and a "broadcast approach" can struggle to make an impression.
And, according to research by CEB, the average customer is 57 per cent through the buying process before they first make contact with a supplier. So, assuming you can scale the barriers to their initial attention, you need to provide what they really want at this stage – informative, educational content that helps answer their questions or solve their problems.
But once you have created this valuable content, how do you ensure that it’s delivering the best possible results?
That’s where marketing automation services can help.
In short, these technologies complement an effective inbound strategy, helping your business to successfully convert leads into customers.
But be warned: they are not a substitute for great content. Marketing automation only works if your company makes a concerted effort to attract prospects in the first place, be it through search, blog posts, social media, emails or other means.
Think of the software as your engine and the content as your fuel. You need both to get anywhere - without content, software is useless; but without software, content can get lost in the crowd and its impact can be hard to measure.