How can I measure the impact of my content in a way that’s meaningful to the sales and other teams?

[Jahangir655]

Commercial teams need to see the link between your content and what they are trying to sell. If that link is too tenuous, or the content seems abstracted from the conversations they want to have, then they won’t use it. Think about your content as an enabler of commercial activity, igniting conversations that may ultimately lead in that direction rather than overtly being about the product or solution itself.

Most discussions between sales and marketing focus on the funnel and see the sale as the ultimate destination. But the first sale is only the start of the customer relationship. Good content campaigns also consider existing clients, and how content can be used to strengthen relationships and build advocacy. Marketing teams should therefore always consider the needs of both business development and account management – and ensure they capture their needs as part of campaign planning.



2021 and 22 – influence — a new formula?

2020 was a year of extraordinary disruption to list of usa cell phone numbers normal business practice. The face-to-face meetings, events and conferences that were once the bedrock of commercial relationships went away and got replaced by webinars, digital events and Zoom calls.

From a practical point of view, as life begins to return to some semblance of normality again, we expect that companies will adopt a hybrid model that uses digital delivery where it has been proven to be more effective in influencing audiences (e.g. in terms of scale) while at the same time bringing back the human element when and where possible.

From a more holistic perspective, B2B marketers are now blending the rational with the emotional content as part of their campaigns. That means treating the audience as individuals and thinking about what will influence and inspire them – not just the features and benefits of your offering.

How do you work with other influencers to gain traction in the marketplace?

Influencer marketing may be synonymous with B2C, but influencers now play a large part in B2B content strategies, too. The roles of these influencers mean they are keen to share their expert insight with existing and new audiences. Not only does this add credibility to your story – it also helps to generate awareness of your content and brand among a different following, and therefore increases the reach of the campaign.