How to Use Customer Intelligence to Identify the Right Audiencefor your B2B ContentFeaturing: Nick Stein

Hana AbazaVP Marketing,

Uberflip

Nick SteinSVP MarketingVision Critical

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How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Watch the on demand

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78%of B2B marketers plan to

grow their content marketing teams by one to

three peoplein the next year

(Marketing Charts)

88%

65%of B2B buyers report

that the winning vendor’s content had

a significant impact on their decision

(DemandGen Report)

76%

OF B2B MARKETERS SAY THEY USE CONTENT

MARKETING(Content Marketing Institute) of B2B marketers say they

plan on producing more content in 2016 compared

to last year(Content Marketing

Institute)

B2B CONTENT MARKETING IS MAINSTREAM

Content Marketing Institute

50%of organizations intend to

increase their contentmarketing budget

WHY B2B CONTENT MARKETING

IS GROWING

B2B BUYING IS MORE COMPLICATED THAN EVER

57%

OF THE WAY THROUGHTHE PURCHASE DECISION BEFORE

THEY MEANINGFULLY ENGAGEA SUPPLIER SALES REP

(CEB)

CUSTOMERS ARE 5.4Is the average number of

people involved in a B2B buying group (CEB)

11 to 17average number of interactions betweena B2B buyer and a vendor in successful

buying transactions (SiriusDecisions)

THREE CHALLENGES IN

B2B CONTENT MARKETING

PROBLEM 1: OPTIMIZING DISTRIBUTION

PROBLEM 2: CREATING CONTENT THAT STANDS OUT

Content output from brandshas increased 35% per channel,

but content engagementdecreased by 17%

TrackMaven

PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE

90%of content goes unusedbecause it’s irrelevant

Forrester Research

SALES TEAMS ARE

FOCUSED ON VERY

SPECIFIC PERSONAS

MARKETING

SALESVERSUS

FIXING THE MARKETING-SALES DISCONNECT

RISE OF CUSTOMER MARKETING

1

2

3 Identify and engage advocates you can use for marketing campaigns, media opportunities, events, etc.

Reduce churn

Increase expansion revenue

THE SOLUTION TO THESE CHALLENGES:

GET A CLEARER PICTURE OF

YOUR TARGET PERSONAS

86%of B2B buyers say that

marketing content is notuseful, relevant or alignedwith the needs of decisionmakers at their company

IDG Connect

IMAGINE A WORLD WHERE YOU CAN…

DEFINE YOUR PERSONASLearn about the pain points of your target

audience

UNCOVER PAIN POINTS Discover the business challenges facing your target audience, so you

can use content to address those pain

points

OPTIMIZE CONTENT MARKETING SPENDDiscover how your

leads and prospects prefer to consume media and which

platforms you should invest in

TEST CONTENTGet feedback before launch to maximize

your content marketing ROI

HOW MOST COMPANIES DO IT TODAY

Improve marketing campaigns

1

2

3

4

Build more comprehensive target personas

Get an understanding of the pain points of your audience

Get feedback to maximize your content’s effectiveness

Optimize your content marketing distribution channels and spending

Build stronger customer relationships over time by engaging with them

regularly

1. c

5

USE CUSTOMER INTELLIGENCE TO IDENTIFY THE RIGHT AUDIENCE

Discoverhow customer intelligence helps you identify the right audience for your B2B content Watch this short video

and see how it workswww.visioncritical.com/how-customer-intelligence-

works

Enterprise Guide to Marketing Technologywww.visioncritical.com/guide-to-marketing-technology

 The Everything Guide to Millennials

www.visioncritical.com/guide-to-millennials 

Enterprise Guide to Customer Intelligencewww.visioncritical.com/guide-to-customer-intelligence

RESOURCES

How to Use Customer Intelligence to Identify the Right Audience for your B2B Content Watch the on demand

webinar for full detailsvisioncritical.com/resources