Before embarking on any brand new marketing initiative or trying a brand new tactic, B2B marketers need to solution and essential question: Why?
While most B2B marketers won’ t admit it, many nevertheless practice some “ spaghetti/wall marketing” wherein each year they throw brand new digital tactics “ against the wall” to see what sticks without actually knowing why a tactic would work for audience over another.
This is not to say that you should stifle your own desire to innovate and try new pleasures. But you need to be strategic and test . I would challenge more marketers to undertake more research around customer information and preferences so that any adjustments they make are driven by information and informed hypothesis— rather than merely trying new things to see if they works.
Focusing Your Data Zoom lens
For content, we all focus on three types of customer information:
- Breakthrough: Where, when, and exactly how buyers find information that helps all of them identify a solution.
- Consumption: Preferences intended for channels, content types, topics, platforms, devices, and experience.
- Action: Exactly what triggers will motivate the desired activity.
With purchaser discovery, consumption, and action metrics, you’ ll know how to create recognition, great customer engagement, and convincing offers that matter to your clients. And you’ ll always understand which approach to use to improve your marketing and advertising because it will be consumer driven .
A brand new View of Content
What does that customer driven content material look like in today’ s scenery? It’ s data-informed. It’ ersus interactive. It’ s influential.
For example , client Prophix provides Corporate Efficiency Management (CPM) software in an sector not known for exciting marketing. Having an understanding that B2B buyers are also customers, they decided to launch campaigns that could go beyond educating buyers to “ info-taining” them.
To produce a standout content experience for their yearly report for the financial planning plus accounting industry, they brought collectively financial industry influencers with an online game. The quiz-themed game requested questions using data from the document as well as from the influencers who were symbolized as avatars within the game.
The innovative element to the content plus the cooperation with trusted industry experts drove overall performance of this program above and beyond expectations, beating the standard for asset views by 600%.
With a flavor for what interactive content plus working with industry influencers for articles and promotion can do, Prophix adopted up with another campaign featuring a controlled voice assistant named Penny.
An interactive microsite pointed out the intersection of finance plus artificial intelligence with Penny since the guide. By interacting with Penny, customers were able to access a group of influencers that will provided their expertise via sound and text. The microsite experienced 189% more views than the standard and 642% more engagement.
By taking what is known as “ boring-to-boring” content and product packaging it as an interactive experience with reliable experts providing useful information, Prophix was able to realize their “ brand new lens” of marketing as something which was beyond a shiny item. It was effective marketing.
A watch to the Future of B2B Marketing and advertising
B2B brands are usually increasingly investing in interactive influencer advertising to engage with industry influencers plus co-create content that is packaged along with brand content in an experience which is engaging for influencers and customers alike.
The pure volume of information and media that will confronts people in the business world will be overwhelming and often pretty boring. Generating compelling experiences with interactive articles is one way to stand out, differentiate, plus optimize for effectiveness. At the same time, purchasers don’ t trust advertising or even brand marketing messages. Co-creating at ease with trusted experts brings credibility plus interest to the brand message.
My upcoming presentation in the 2019 Clever Content Meeting in Copenhagen, Denmark on Tuesday, April 9, 2019 will help B2B marketers understand how to “ break free of boring B2B” by discovering the top interactive formats, best practices pertaining to influencer engagement and case research featuring mid-market and large business B2B brands doing interactive changer marketing right. Learn more about my demonstration here .
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