How to Fix the Content Marketing Problem with Big Data, Marketing Automation and Good Analytics

| October 13, 2016

article image
83% of marketers are clueless on the value of content marketing, latest research reveals. The new content marketing research released from Forrester in partnership with the Online Marketing Institute and the Business Marketing Association reminds us all how far we have to go to be really effective "content marketers." There is a boatload of great stats in this report that reveal the true state of content marketing, but instead of restating all those (which you can download here), I will focus on the one that tells the story. Eighty-three percent of marketers and marketing executives cannot tie business value back to content marketing. In that, I'd like to focus on how to fix the problem...instead of sulking. Your first reaction might be, “WTF!” But if you let it sit for a moment, I think most of us will nod our head in a bit of disaffection and concur. We simply haven't matured, educated, or spent the right amount of time pulling the strategic into the analytic to make content a well-understood driver of sales revenue. More simply put, our team is not there yet and it is painfully overdue. Let's fix it. Agreed?

Read more

Spotlight

Union Square Media Group

Union Square Media is a leading digital advertising agency. Founded in New York City in 2008, Union Square Media has grown to operate not only in New York City but Los Angeles, Miami, and Austin as well. Union Square Media specializes in the conceptualization, development and management of customer acquisition campaigns across all industries. Using just the right mix of proprietary technology, behavioral data, and brilliant minds USM is able to provide clients custom-tailored, performance-based, customer acquisition and branding solutions with unparalleled quantitative returns. Union Square Media’s reach goes far beyond that. Union Square Media is an autonomous media buying technology company that develops, distributes and utilizes niche proprietary software to maximize advertising ROI. Its internal case studies have resulted in the creation of a suite of lead generation sites in various verticals.

OTHER ARTICLES

3 Reasons Why ABM is a Smart Strategy for Demand Generation Managers

Article | February 27, 2020

Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term. A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM), which can help demand generation managers lead their teams to build profitable relationships with high-value accounts.

Read More

The decline of attribution and rise of intent: Measuring marketing’s value in a complex sale

Article | March 3, 2020

A recurring theme in our Breakthrough CMO Breakfast series with 6sense has been the move away from lead capture (which we could argue is a vanity metric for complex B2B sales cycles) and towards prioritizing prospect engagement and experiences. Especially when you’re managing a complex and long sales cycle, let’s not pretend that the white paper download generated the seven-figure deal. Let’s not pretend that the badge scan at a trade show six years ago “drove the opportunity.” So if we’re moving away from leads and towards experiences as the coin of the realm for B2B marketers, the value of attribution weakens as well.q

Read More

The MarTech Stack You Need To Execute ABM In 2020

Article | February 13, 2020

Account-based marketing (ABM) has become a critical strategy for B2B marketers as it allows companies to reduce customer acquisition costs, streamline targeting and generate more business within targeted key accounts. However, companies have to invest in a wide range of software tools to execute ABM at scale. Selecting the right kind of technology needed to implement and measure personalized ABM is an expensive proposition. It requires marketers to conduct a comprehensive evaluation of different business challenges and goals while building the MarTech stack.

Read More

Account Selection: How To Win Before You Start

Article | February 11, 2020

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

Read More

Spotlight

Union Square Media Group

Union Square Media is a leading digital advertising agency. Founded in New York City in 2008, Union Square Media has grown to operate not only in New York City but Los Angeles, Miami, and Austin as well. Union Square Media specializes in the conceptualization, development and management of customer acquisition campaigns across all industries. Using just the right mix of proprietary technology, behavioral data, and brilliant minds USM is able to provide clients custom-tailored, performance-based, customer acquisition and branding solutions with unparalleled quantitative returns. Union Square Media’s reach goes far beyond that. Union Square Media is an autonomous media buying technology company that develops, distributes and utilizes niche proprietary software to maximize advertising ROI. Its internal case studies have resulted in the creation of a suite of lead generation sites in various verticals.

Events