News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Revenue Acceleration Through Content Marketing Is A New Opportunity For Marketing Service Providers
Peter O’Neill, VP, Principal Analyst, Forrester / Marketo / May 10, 2013
Did you know that B2B buyers say that 70% of the content they read and study before making a purchase decision is actually found by – well, themselves? Just 15% (each) is collected from either the vendor’s marketing department or the sales contacts. In a Forrester report last year on content marketing being the new differentiation, I described the new interaction model of need-match-engage, where the buyers now initiate the interaction and spend a major part of their buyer journey doing their own research before calling in potential suppliers.
Discover and Explore
Content marketing is so much more than product and solutions collateral, campaigns, mailings and fulfillment. Marketers must become great at being found by buyers in their early research phase (the phases we call discover and explore). In a way, successful marketers will “fool” their buyers into consuming their thought leadership and educational content in stages 1 through 5 – while hardly realizing its source. And the most successful marketers will learn how to mix their brand scent into that content without appearing to be selling – such that buyers will count it as part of the 70% and not the 15%. (BTW – there is no better company at doing this than Marketo!)