How to Apply Content Marketing to All Stages of the Sales Cycle
By Israel Martinez, Product Manager, DNN
You want a shorter sales cycle and your customers want a shorter buying cycle. No one benefits from prolonging the process. But if your goals are aligned, why is it that things seem to be going in the opposite direction?
According to the International Data Corporation (IDC), 56% of the buying process is spent searching for educational content. IDG reported that 86% of B2B buyers say that the content created by marketing departments is not useful, relevant or aligned with their needs. A study from Forrester says that 76% of buyers choose vendors that can have intelligent conversations and deliver effective value messages, and Sirius Decisions reported that the number one sales inhibitor is an organization’s inability to communicate the value of their products.
- Written by Brian Anderson
- Category: Demanding Views
- Hits: 7765
There are three compelling categories of benefits to an advocacy marketing strategy. The first two are somewhat obvious; the third — not so much. At least not at first. Yet, it’s this third piece that’s so crucial to driving sales success (and profits) in today’s social world.
Over the past few years, digital media and mobility have created new ways to communicate, altering people’s expectations and interactions. Today’s citizens expect access to information whenever and wherever they want.
By Carlos Hidalgo, CEO and Principal,