Developing Content Marketing IQ Amongst Your Team

With the new year upon us, marketers are in the midst of channel analysis and strategy planning. We all know that ABM works, but you may run into hurdles if you're looking at the wrong measurements of success. So, what KPIs should you be paying close attention to when optimizing for both precision and scale?

B2B marketers have almost always had their performance determined at least in part by the numbers of leads they are able to generate for sales. But this has become increasingly difficult, with 63% of B2B marketers reporting that generating traffic and leads is their top challenge, a challenge compounded by the fact that prospects often research solutions anonymously.

Life sciences companies struggle with data-led sales management, but are familiar with the basic concepts since they’re commonly used in production. Begin your journey with People.ai’s 5-step plan: Automate data capture Establish the right KPIs to track Create leaderboards to visualize results & act Proactively tune your “sales production” engine Enterprise digital performance management

Buyer-centricity should be at the core of any demand generation program. In order to break through a cluttered digital environment, today’s marketers must truly understand their buyers’ needs, challenges, and hesitations. Buyer-centric storytelling offers a fast track for building credibility and trust with your audience, but what does that actually look like in practice? Join TechTarget’s BrightTALK and Enterprise Strategy Group teams for, “Content That Connects: Buyer-Centric Storytelling That Builds Credibility”. In this session, John McKnight sits down with Dave Gruber, Melinda Marks and Christophe Bertrand as they share actionable takeaways for marketers looking to drive long-term engagement through credible, buyer-centric content.