Creating data-driven content for business-decision makers can help B2B marketers improve conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 27, 2020, 12:53 PM UTC

A majority of customers consume up to five content pieces before reaching out to a salesperson, according to a Demand Gen report.

With B2B buyers generally being more informed than B2C customers are, marketers need to prove their business claims and promises to improve their sales. B2B buyers do in-depth research into a product, with most consumers study content like third-party report, whitepapers and webinars, before making any purchases.

Businesses should look to create content based on facts and not on opinions. They should produce detailed, well-researched content with insights from studies published by third-party vendors, to provide an impartial perspective.

Marketers should also analyse customer data and use “website heatmaps” to help businesses understand customer purchase intent. They should use this data to create content that is personalised based on purchase intent and stage of the sales funnel.

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