{"id":18311,"date":"2022-03-03T05:27:12","date_gmt":"2022-03-03T05:27:12","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/03\/connection-collaboration-content-drive-marketing-success\/"},"modified":"2022-03-03T05:27:12","modified_gmt":"2022-03-03T05:27:12","slug":"connection-collaboration-content-drive-marketing-success","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/03\/connection-collaboration-content-drive-marketing-success\/","title":{"rendered":"Connection, Collaboration &#038; Content Drive Marketing Success"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p>The past two years have brought new challenges \u2014 and opportunities \u2014 for marketers, and #B2BMX 2022 provided a wealth of speakers and sessions to help them make sense of it all. The five tracks included ABM In Action Live, Content2Conversion, Demand Gen Summit, Sales Impact Summit and Go-To-Market Strategy. Here are some highlights from Day One of the event.<\/p>\n<h4>New Customer Challenges Call For Better Content<\/h4>\n<p>B2B buying has shifted as buyers work from home in a pandemic world. Instead of reaching out to sales, B2B buyers are educating themselves, often researching anonymously. Combined with the rise in complex buying committees, this trend means key signals may be hidden from traditional martech, said Jon Miller of <a href=\"https:\/\/www.demandbase.com\/\" target=\"_blank\" rel=\"noopener\">Demandbase<\/a> in his talk, \u201cUnspam Your Brand.\u201d<\/p>\n<p>\tUnsure what\u2019s really happening with accounts, too many marketers resort to spam, which Miller defined as any unhelpful or ill-mannered interaction. Indeed, 2021 saw a 40% increase in marketing messages, said Jay Baer of <a href=\"https:\/\/www.convinceandconvert.com\/\" target=\"_blank\" rel=\"noopener\">Convince and Convert<\/a> in his keynote, \u201cThe 3 Drawbridges: How to Cross the Moat of B2B Buyers\u2019 Attention.\u201d<\/p>\n<p>Overloaded customers are \u201cdigging a moat\u201d to protect their attention \u2014 unsubscribing, deleting and ignoring your messages, Baer said. To be invited inside the castle, you\u2019ve got to be \u201cradically relevant.\u201d Instead of making more content, make better content by delivering the right message, using the right messenger, in the right modality.<\/p>\n<ul>\n<li><strong>The right message: <\/strong>Too often, the message is broad and general, Baer said. \u201cThe word customers contains the word custom; yet, we often treat them all the same. Specificity makes your content effective.\u201d<\/li>\n<p>&#13;\n<\/ul>\n<ul>\n<li><strong>The right messenger: <\/strong>Since information from customers and peers is more credible than that from a brand, Baer also advised creating content from customers, not just for customers.<\/li>\n<p>&#13;\n<\/ul>\n<ul>\n<li><strong>The right modality: <\/strong>Be sure to provide content in plenty of modalities \u2014 including video, which younger buyers love \u2014 so customers can educate themselves in the format they prefer.<\/li>\n<p>&#13;\n<\/ul>\n<p>Speakers throughout Day One agreed on the need for a robust content hub, categorized by demographic, funnel stage, product, format, pain point and much more. However, this plethora of content shouldn\u2019t be served as a buffet, but delivered in a carefully considered cadence, Baer warned. \u201cProviding too many options isn\u2019t helpful. Instead, give them the next best piece of content.\u201d<\/p>\n<p>If creating all that content sounds difficult, Amisha Gandhi of\u00a0Tipalti\u00a0offered some ideas to make it easier: \u201cFifty-one percent of marketers say updating old content is the most effective tactic they\u2019ve implemented. Keep adding to your content, refresh it, cut it up, repurpose it,\u201d Gandhi advised in her keynote presentation, \u201cCreating a Connected Customer Journey to Deliver an Experience That Converts.\u201d<\/p>\n<p>Creating more content can be as easy as reworking existing assets to be more industry-specific, or simply adding industry-specific images, noted Jen Leaver of\u00a0Bazaarvoice\u00a0in her talk, \u201cABM to ABX: The Playbook to Launch a Successful ABX Program and Become a Strategic Partner for Your Organization.\u201d\u00a0<\/p>\n<p>Leaving your content ungated may seem counterintuitive \u2014 but it is a way to educate buyers who are reluctant to fill out a form and get bombarded with emails and calls, Gandhi said. She shared a success story from <a href=\"https:\/\/www.sap.com\/index.html\">SAP<\/a>: An ungated interactive asset featuring 32 influencers that could be shared in whole or in pieces. Influencers promoted the asset, which spawned videos, webinars and a podcast; was used for more than two years; and generated 21M+ impressions, 4X the engagement and 3X the leads of other assets. \u00a0<\/p>\n<h4>Sales Enablement &amp; Beyond<\/h4>\n<p><span style=\"font-size: 15px;\"><img loading=\"lazy\" decoding=\"async\" style=\"display: block; margin-left: auto; margin-right: auto;\" alt=\"1pamdid\" src=\"https:\/\/www.demandgenreport.com\/images\/storiesv3\/1pamdid.png\" loading=\"lazy\" height=\"370\" width=\"600\"\/><\/span><\/p>\n<p><span style=\"font-size: 15px;\">Successful organizations do more than enable sales, contended Barry Vasudevan of <\/span><a href=\"https:\/\/www.forrester.com\/bold\" target=\"_blank\" rel=\"noopener\">Forrester<\/a><span style=\"font-size: 15px;\"> in \u201cWinning Buyers By Cultivating Knowledge Across Customer-Facing Roles.\u201d Forrester data shows 98% of organizations that exceed goals enable all their key buyer- and customer-facing roles, Vasudevan said.<\/span><\/p>\n<p>To determine who to enable first, he advised, marketers should prioritize those audience-facing roles that support important buyers and have a strong impact. For those roles that are often perceived negatively, organizations can help identify their knowledge gaps and create content to fill those gaps.<\/p>\n<p>Marketers typically think of mapping content to the customer journey. But thinking in terms of sales stages, as salespeople do, can support sales enablement by mapping content in a way sales teams understand, said <a href=\"https:\/\/pamdidner.com\/\" target=\"_blank\" rel=\"noopener\">Pam Didner<\/a> of Relentless Pursuit in \u201cHow to Make the Most of Marketing Content for Sales.\u201d<\/p>\n<p>Didner believes tech tools, such as a content management library, are essential, but the human touch of marketers to classify assets is equally vital to helping sales find the content they need. \u201cAddress sales outreach like movie sequels,\u201d advised Didner. \u201cThink in terms of steps sales will take, and proactively provide the content they need at each step.\u201d<\/p>\n<h4>From ABM To ABX<\/h4>\n<p><span style=\"font-size: 15px;\"><img loading=\"lazy\" decoding=\"async\" style=\"display: block; margin-left: auto; margin-right: auto;\" alt=\"1jonmiller\" src=\"https:\/\/www.demandgenreport.com\/images\/storiesv3\/1jonmiller.png\" loading=\"lazy\" height=\"394\" width=\"600\"\/><br \/>Gathering and using account intelligence is key to overcoming \u201caccount blindness,\u201d said Miller of Demandbase. To create an account-based experience, Miller advised gauging an account\u2019s fit with your ICP, its intent or interest in your and your competitors\u2019 products, your relationship and history with the account and its engagement with your content.<\/span><\/p>\n<p>Marry fit and profile data about department and job titles with activity data, such as intent, to better customize messaging, said Alisa Groocock of <a href=\"https:\/\/www.agent3.com\/\" target=\"_blank\" rel=\"noopener\">Agent3<\/a> in the panel discussion \u201cExperts Sound Off: Crafting a Successful Multichannel ABM Strategy.\u201d<\/p>\n<p>\u201cIt\u2019s easy to get data but knowing more specific things about the team and the personas makes it more meaningful,\u201d Groocock explained, adding that bringing marketing operations into your ABM team from the start helps optimize value from your data.<\/p>\n<p>As for who to target, fellow panelist Angel Oberoi of <a href=\"https:\/\/www.gigamon.com\/\" target=\"_blank\" rel=\"noopener\">Gigamon<\/a> agreed with Groocock that the most important person in a deal is your champion \u2014 who probably isn\u2019t at the C-level. \u201cDon\u2019t ignore the C-level \u2014 keep them engaged \u2014 but focus deep and heavy on the champion,\u201d advised Oberoi.<\/p>\n<h4>The Power Of Collaboration<\/h4>\n<p>Now more than ever, successful B2B marketers recognize the importance of teamwork.<\/p>\n<blockquote><p>&#13;<\/p>\n<p>\u201cLarge companies have a lot of teams,\u201d said Gandhi. \u201c[Those teams] need to cross-collaborate to make campaigns happen. Think about the experiences you can deliver together.\u201d<\/p>\n<p>&#13;\n<\/p><\/blockquote>\n<p>Today\u2019s marketing and sales processes have more moving parts and more players than ever before. \u201cSales and marketing today is less like a baton handoff of MQLs and more like a soccer team,\u201d noted Miller. To succeed, you must align data, share insights and coordinate actions.<\/p>\n<p>For marketing to truly become the strategic partner for sales, said Leaver at Bazaarvoice, \u201cfind your sales champions and let sales sell to sales. Make sure they know they have a seat at the table. Get their insights. Their feedback is as important as marketing metrics. ABM or ABX can\u2019t work unless we do it together.\u201d<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"http:\/\/www.demandgenreport.com\/features\/industry-insights\/b2bmx-2022-connection-collaboration-content-drive-marketing-success\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The past two years have brought new challenges \u2014 and opportunities \u2014 for marketers, and #B2BMX 2022 provided a wealth of speakers and sessions to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":18312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-18311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Connection, Collaboration &amp; Content Drive Marketing Success - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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