how to use customer intelligence to identify the right audience for your b2b content

@uberflip#uberwebinar @visioncritical

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


Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)


Stick Around For a Demo


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


Content Marketing Institute

50%of organizations intend to

increase their contentmarketing budget


WHY B2B CONTENT MARKETING

IS GROWING


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)


THREE CHALLENGES IN

B2B CONTENT MARKETING


PROBLEM 1: OPTIMIZING DISTRIBUTION


PROBLEM 2: CREATING CONTENT THAT STANDS OUT

Content output from brandshas increased 35% per channel,

but content engagementdecreased by 17%

TrackMaven


PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE


90%of content goes unusedbecause it’s irrelevant

Forrester Research


SALES TEAMS ARE

FOCUSED ON VERY

SPECIFIC PERSONAS


MARKETING

SALESVERSUS


FIXING THE MARKETING-SALES DISCONNECT


RISE OF CUSTOMER MARKETING

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

Reduce churn

Increase expansion revenue


THE SOLUTION TO THESE CHALLENGES:

GET A CLEARER PICTURE OF

YOUR TARGET PERSONAS


86%of B2B buyers say that

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

IDG Connect


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


HOW MOST COMPANIES DO IT TODAY

Improve marketing campaigns


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

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


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


QUESTION TIME!

Nick SteinSVP Marketing, Vision Critical

@stein_nick

hub.uberflip.com

Hana AbazaVP Marketing, Uberflip

@hanaabaza