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Are B2B Marketing Priorities Out of Whack?
Ardath Albee / Marketing Interactions / September 22, 2013
A few months prior to Content Marketing World, I ran an online survey to help direct the session I created on Customer Retention. I’m compiling an eBook with insights, but in the meantime, I wanted to discuss B2B marketing priorities.
Below is a summary of how marketers ranked 11 different priorities:
As you can see, I’ve highlighted three of them. These three, taken together, will actually help marketers achieve all the other priorities on the list – but not like this.
Let’s take a look at why.
Thankfully, content strategy ranked fourth. At least I hope this is evidence that marketers see that content marketing and achieving performance outcomes requires more than just publishing. It requires publishing with intent.
Content strategy is about creating consistent, engaging experiences that help prospects and customers learn what they need to know to take steps to doing (more) business with your company. Publishing without a plan for how that progression will occur will not make this happen.
Content strategy must address marketing goals across all the channels in play, must focus on increasing attention and interest and, most importantly, must motivate progressive action by your intended audience. This means it also must include the elements of customer engagement and personalization to be most effective.