Content marketing is top-of-mind for any marketer that wants to get heard through the noise, but many marketers are creating content with no insight into how it is performing. How do you create a content strategy that drives demand and how do you track your efforts? Join Dayna Rothman, Director of Content Marketing at Captora and Author of Lead Generation for Dummies as she helps you find those metrics that matter and learn how to:

How effective are your marketing efforts at stimulating the buyer journey? The answer to that question literally validates the existence of marketers, and the marketing dollars that fuel their efforts. Strange then that it should be such an elusive measure of success. Most marketing and sales teams struggle to map the buyers journey, as it relates to their pipeline, simply because the journey is singular for the buyer but multi-faceted in terms of how companies engage with them. How can we get an accurate picture of how the buyer learns to trust us and invest in the solutions we propose to solve their problems? Better yet, how can we compare our success against our peers to determine if what we’re doing is successful?

Using Live video, leading Brands are creating excitement, exclusivity, clicks and conversions while increasing their online reach.  By incorporating live video with social interaction via multiple channels into their content and campaign management strategies, companies are taking customer engagement to the highest levels.

According to IDC, 57% of customers feel that salespeople are poorly prepared, or not prepared, for initial meetings, and they lack the resources to personalize the sales conversation. Progressive companies know that the next generation of sales enablement requires a mobilized platform for an always-on selling environment.

Over 70% of B2B marketers will increase their investment in content marketing in the coming year, including their production of content. (based upon recent studies by the Content Marketing Institute, MarketingProfs and Curata) While this clearly indicates a positive trend to connect with buyers, it also means competition is increasing to get readers and viewers to pay attention.

Engaging with prospects in a meaningful way until they are ready to buy is essential to any B2B marketing strategy. Once leads are captured, marketers rely primarily on email marketing to drive prospects down the funnel—but this approach is inherently constrained. Email marketing only reaches “known” prospects captured in your database, and those who don’t open your emails are left to stagnate in your funnel.

Marketers need a better way to stay aligned with prospects beyond the inbox, reaching them anywhere on the Web and throughout the marketing funnel.

Marketers struggle to build buyer personas that help to model who their customers are and what is influencing their buying decisions.  While traditional lead scoring prioritizes leads using buyer fit and behavior to help sales focus their time and effort, best-in-class marketing teams are building predictive models that combine profile and behavioral indicators with thousands of signals from the web, social media, news, and dozens of other sources to predict the actual probability of a lead to close.

Webinar: The New Marketing
Model For Financial Services

Research Study Breaks Down Shifts In Client Behaviors And Top Strategies Of Engaging Across Channels

Looking to keep pace with the changing behaviors of their digitally connected client base, financial marketers are shifting from traditional models of selling based purely on brand reputation and referrals to engaging customers across a variety of channels.

From insurance carriers to banks to independent brokers, leading organizations are looking to drive client acquisition and retention by engaging them on emerging channels, including online, social and mobile.