Content Strategies

One of the most challenging tasks for any B2B marketer is making the connection between content and revenue. While traditional metrics such as engagement, unique page views and social shares provide some data on content performance, they fail to identify how specific pieces of content move buyers through the funnel.

To provide marketers with a clearer picture of how individual pieces of content are driving business results, Kapost launched a new content analytics feature called Content Scoring.

Content has become a beneficial marketing tool for companies of all sizes looking to engage buyers, collect valuable behavioral data and educate prospects. While content can be a precious asset if used correctly, many marketers are struggling to understand its impact on the company’s overall revenue.

Although marketers can obtain a large amount of data from buyers’ interactions with content, it is important to focus on performance by channel and stage in the buying cycle, observers explained.

The B2B marketing space is quickly evolving, and B2B buyers are finding live video an appealing alternative to e-books and white papers. According to the 2013 B2B Content Preferences Survey conducted by Demand Gen Report, 50% of the B2B marketers surveyed stated that these used video in the past year to research B2B purchasing decisions.

In a recent webinar, titled Streaming Your Way To Marketing Success, representatives from Ustream and Demand Gen Report discussed the ever-growing value of live broadcast video in campaign strategies and marketing plans.

Silverpop unveiled new automated lead nurturing and testing capabilities for CoreMotives, an email marketing and markeing automation solution that Silverpop acquired in early 2012.

The company also reported that revenues for CoreMotives are up 54% since the acquisition and that the solution has more than 2,000 implementations in 45 countries.

All types of businesses use email as a way to establish ongoing dialogue with customers and prospects. But crafting effective email marketing campaigns requires a successful blend of art and science.

Through an analysis of more than 260 million emails delivered across 540 campaigns, Retention Science, a retention marketing solution provider, discovered that email subject lines that are between six and 10 words perform the best with a 21% open rate. Contrary to this finding, the majority (52%) of emails today have 11- to 15-word subject lines, and in turn, only garner a 14% open rate. Campaigns studied by Retention Science involved retailers in specialty goods, apparel, baby products, flash sales, whose and nutritional supplements, among others.