How to Use Customer Intelligence to Identify The Right Audience for Your B2B Content

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How to Use Customer Intelligenceto Identify The Right Audience

for Your B2B Content

Hana  AbazaVP  Marketing,  Uberflip@hanaabaza

Nick  SteinSVP  Marketing,  Vision  Critical@stein_nick

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Join  in  on    

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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Stick Around For a Demo

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78%of B2B marketers plan to

grow their content marketing teams by one to three people

in the next year(Marketing Charts)

88% 65%of B2B buyers report that

the winning vendor’s content had a significant impact on their decision

(DemandGen Report)

76%

OF B2B MARKETERS SAY THEY USE

CONTENT MARKETING

(Content Marketing Institute)

of B2B marketers say they plan on producing more content in 2016 compared to last year(Content Marketing Institute)

B2B CONTENT MARKETING IS MAINSTREAM

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Content  Marketing  Institute

50%of organizations intend to

increase their contentmarketing budget

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WHY B2B CONTENT MARKETING

IS GROWING

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B2B BUYING IS MORE COMPLICATED THAN EVER

57%OF THE WAY THROUGH

THE PURCHASE DECISION BEFORETHEY MEANINGFULLY ENGAGE

A SUPPLIER SALES REP(CEB)

CUSTOMERS ARE 5.4Is the average number of people

involved in a B2B buying group (CEB)

11 to 17average number of interactions betweena B2B buyer and a vendor in successful

buying transactions (SiriusDecisions)

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THREE CHALLENGES IN

B2B CONTENT MARKETING

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PROBLEM 1: OPTIMIZING DISTRIBUTION

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PROBLEM 2: CREATING CONTENT THAT STANDS OUT

Content output from brandshas increased 35% per channel,

but content engagementdecreased by 17%

TrackMaven

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PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE

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90%of content goes unusedbecause it’s irrelevant

Forrester  Research

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SALES TEAMS ARE

FOCUSED ON VERY

SPECIFIC PERSONAS

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MARKETING

SALESVERSUS

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FIXING THE MARKETING-­SALES DISCONNECT

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RISE OF CUSTOMER MARKETING

Identify and engage advocates you can use for marketing campaigns, media opportunities, events, etc.

Reduce churn

Increase expansion revenue

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THE SOLUTION TO THESE CHALLENGES:

GET A CLEARER PICTURE OF

YOUR TARGET PERSONAS

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86%of B2B buyers say that

marketing content is notuseful, relevant or alignedwith the needs of decisionmakers at their company

IDG  Connect

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IMAGINE A WORLD WHERE YOU CAN…

DEFINE YOUR PERSONASLearn about the pain points

of your target audience

UNCOVER PAIN POINTS Discover the business challenges facing your

target audience, so you can use content to address

those pain points

OPTIMIZE CONTENT MARKETING SPEND

Discover how your leads and prospects prefer to

consume media and which platforms you

should invest in

TEST CONTENTGet feedback before

launch to maximize your content marketing ROI

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HOW MOST COMPANIES DO IT TODAY

Improve  marketing  campaigns

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Build more comprehensive target personas

Get an understanding of the pain points of your audience

Get feedback to maximize your content’s effectiveness

Optimize your content marketing distribution channels and spending

Build stronger customer relationships over time by engaging with them regularly

1. c

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Discoverhow customer intelligence helps you identify the right audience for your B2B content Watch this short video

and see how it works

www.visioncritical.com/how-customer-intelligence-works

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RESOURCES

Enterprise  Guide  to  Marketing  Technologywww.visioncritical.com/guide-­to-­marketing-­technology

The  Everything  Guide  to  Millennialswww.visioncritical.com/guide-­to-­millennials

Enterprise  Guide  to  Customer  Intelligencewww.visioncritical.com/guide-­to-­customer-­intelligence

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QUESTION TIME!

Nick  SteinSVP  Marketing,  Vision  Critical

@stein_nick

hub.uberflip.com

Hana  AbazaVP  Marketing,  Uberflip

@hanaabaza

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