Content is king, but how effective is it? Hana Abaza, VP of Marketing for Uberflip, highlights how measuring content ROI is a growing concern for B2B marketers in 2015, while also discussing how content is being leveraged to highlight the right people B2B marketers should be talking to within prospective companies.
When it comes to B2B buyer engagement, a lot more has to happen after the prospect clicks on a piece of content. This interview with Nick Edouard, EVP of Business Development and Marketing for LookBookHQ, highlights several areas content marketers are struggling with, including measuring the right content engagement metrics, enhancing content personalization with those metrics and leveraging this personalized content throughout nurture programs.
For your content to succeed, marketers need to understand how it is consumed to boost effectiveness. Andrew Davies, Co-founder of Idio, chatted with Demand Gen Report on how B2B marketers are struggling with proving content marketing ROI, analyzing the right metrics to enhance lead quality and understanding the science behind creating engaging content.
During his presentation at the 2015 B2B Content2Conversion Conference, Michael Brenner, Head of Strategy for NewsCred, highlighted several trends that B2B brands are leveraging as part of their content marketing initiatives. He cited building buyer relationships and preparing personalized content for the each stage of the buyer's journey among the strategies being implemented by B2B marketing leaders.
