Search Results for: marketing strategy

9 Demand Generation Books Every Marketing Expert Should Read

Posted on By Ameet Bhinganiya

Demand generation is essential to any marketing campaign. According to Business2Community, 70% of marketers say their demand generation budgets will increase, and 34% say their spending will grow by more than 20% – which makes it important to understand the strategies. For this purpose, we have curated a list of books that are a must-read for demand generation marketers. They give you insights into many varied aspects of demand generation. So, let’s get started. Before writing this demand generation book, Carlos Hidalgo was the founder and CEO of VisumCx, marketing director and account manager at B2B firms. This book offers insights into: Mark Roberge is a senior lecturer at Harvard and former Chief Revenue Officer at Hubspot. This book is a goldmine because he shares lessons he learned guiding Hubspot from a small startup to a $100 million in revenue in seven years. Must Read: 5 Common Demand Generation Plan Problems to Avoid You will learn about Gary Vaynerchuk is a Belarusian American entrepreneur, author, speaker and internet personality who took his family business worth $3 million to more than $60 million. His book, #askgaryvee, is a New York Times bestseller. He is an internet marketing expert who had the foresight to beyond using the traditional methods of marketing and use social media tools (Twitter, YouTube, LinkedIn, and Facebook) to reach an untapped audience that continues to grow. Robert Greene is an American author known for his book on power, strategy, and seduction. Must Read: B2B Demand Generation Strategies While The Art of Seduction is not about marketing at all, it definitely is a demand generation book. The book examines social power through the lens of seduction and was an international bestseller. Mark Jeffery is the author of this demand generation book and founder and CEO at Aquimo. In this book, he tells you exactly why only 20% of the marketers actually succeed in their marketing efforts. Not only is this demand generation book described as ground breaking but it also named as the best book of 2011 by the American Marketing Association. If you are a marketer who is working with a tight budget and understand the relationship between marketing activities and revenue, it is a must-read for you. It helps you master various analytics techniques and maximize ROI without breaking your head over random data. Must Read: Quick Guide: Retain Customers with Demand Generation Strategies Ryan Holiday is the author of the book and a renowned growth hacker. Out of all the demand generation books listed here, this one is the shortest at 141 pages. A few topics that it covers are This demand generation book will tell you how marketing has evolved over the years, interactive tools you can use for measurement and real-world case studies. Jonah Beger, the author of this book, is a profession of marketing at the popular Wharton School of Business since 2007. Unlike the other demand generation books, Contagious isn’t a hardcore demand generation book. It deals with what compels a consumer and is being written with an academic perspective. According to him, it is not quality, price, and advertising which makes popular brands contagious it is the social influence and the word of mouth. It gives detailed insights to demand generation marketers into understanding social influence. Besides this, you will also understand the psychology of purchase triggers, how to use customer emotion and how to deliver brand stories that compel and provide practical value to your audience. Guy Kawasaki, the author of this book, is an extremely well-known marketing leader. He was formerly a Chief Evangelist at Apple, Kawasaki currently serves as Chief Evangelist at Canva and as a well-known keynote speaker. In this demand generation books, you will learn to create a multichannel strategy for long-term success (not platform specific strategies). Must Read: Demand Generation Using ABM You will learn ready to apply tips, how to catalog digital assets, grow a following and integrate social into their content marketing and messaging strategies. There you go. If you read these demand generation books, you will be surprised at the number of lightbulb moments you can have. So, why wait? Jump off, order a few and start reading. Is there any other book that can be added to the list? Do comment below and let us know. Must Read: Top 6 Demand Generation Strategies Which Work!

Why is Email Marketing Automation Important?

Posted on By Vikas Bhatt

Email marketing might be an old marketing method but it still continues to be one of the most effective channels for promoting your business today. Email marketing automation is simply an evolution of email marketing that has proven to make email campaigns a huge success in the past. While stand-alone campaigns and newsletters will continue to have their place in your email marketing strategies, the smarter companies are beginning to set up automated email campaigns that trigger off based on a user’s actions. The reason? Well, it’s simple. Automatic emails are personalized, relevant as well as hyper-relevant to your target readers. As a result, these emails are being clicked and opened more frequently thereby driving visits and revenue to your business. Sounds great, doesn’t it? Well then keep reading. We are going to dive in deeper and explaining to you, in this article, the importance of email marketing automation and why you should use this in your own business for growing your revenue. Email Marketing Automation An automatic email campaign is set up just once, as opposed to one-off campaigns and newsletters that you create and send out to a list of people at once. This automatically sends emails to an individual when that particular person meets specific criteria. Must Read: 5 Common Demand Generation Plan Problems to Avoid For example, imagine that you work for Facebook and you need to send an email to someone who signs up for an account. This will be a welcome email from Facebook that will show them how to start adding friends, uploading pictures, updating status, etc. in order to get them to become a regular user. If you decide to manually create and send each and every email campaign to every person signing up on Facebook, it will be a huge waste of time. To get rid of this, you can set up an automated welcome email that will be sent to the person who signs up for Facebook. This is the beauty of email automation, you can set up an email just once and the email will be sent to the people who continue to meet the trigger that you have defined. You don’t even have to lift a finger to send these emails. It automates your marketing essentially for you. Grows Your Business Since automated emails are sent out on a basic action and trigger system, it limits the number of actions that you can do by your business and creativity needs. But if you plan out the campaign well, it can benefit you and can result in the growth of your business. You need to make slight alterations as and when required. Welcome New Subscribers As per a study, around 96% of the visitors on your website aren’t ready to buy, yet. But, these people have shown some interest in what you have to offer. They become perfect candidates for you to continuing conversing with them to try to get them to buy from you in the future. One of the best ways to do this is to urge them to subscribe to your email list. Since subscription to your email list requires a small conversion action than handing out the actual money to purchase from you. Therefore, such people are much likely to subscribe. Once they subscribe, you can use these automated email campaigns to welcome them to your email list and offer a special offer for all the subscribers which can compel them to make the purchase. Such kind of automatic welcome emails are easy to set up and can be done just in a few minutes. All you need to do is add an email subscription box to your website that adds the people to a list in the email marketing tool that you have chosen and then set up an email to be sent whenever a new persons join that particular list. Must Read: Quick Guide: Retain Customers with Demand Generation Strategies Increase Usage of Product A lot of online applications use some or the other kind of free trial period for getting on-board some potential customers to try your product and then ultimately become a customer that pays. However, before people think of transiting into a paying customer they are required to know the value of your product during the free trial period else they will not be willing to pay for it. Therefore to encourage people to progress through these conversion steps and realize the true value of your product, you need to use a series of automated emails that goes out to people who create an account. Nurture Your Leads According to a study, at least 50% of the leads that are generated by the companies are qualified (Marketing qualified or Sales qualified) but aren’t ready to make the purchase. The main challenge with this is the process of helping the leads to move ahead and purchase the product without wasting a lot of time on them. The solution? Using automatic lead nurturing emails can be of great help. If you are using a CRM software to manage your sales as well as leads, you can tag particular leads that require nurturing and then use tools like Zapier for integrating such quality leads with your email marketing automation system. From here you can send across a series of email marketing automation messages over the time that will educate your audience regarding the benefits of your products and how they can benefit from them. You are likely to have more and more things that are competing for your time and resources, which are already limited, as a marketer. However, of all the opportunities that are present with you for growing your business. Email marketing automation still remains as the most impactful strategy. Setting up automated emails can help you drive results without wasting a major chunk of your valuable time and resources over and over again. We, therefore, recommend that you take some time out and implement email marketing automation in your

What is Branded Content Marketing?

Posted on By Vikas Bhatt

Shout the word branded content marketing in a room full of content marketers if you want to make the things around you interesting. Branded content marketing has lived a life of complication through the 2015s and a lot of people have been left annoyed as well as confused about the term. What Do You Mean By Branded Content Marketing? A branded content marketing technique involves creation of content that is linked to a brand which allows the customers to connect with the brand. Let us take a closer look at the major definitions of branded content. The content is focused mainly on the brand values and not the products or the services of the brand. Though the format of the video spot can be adopted it focuses more on the invisible qualities of the brand. The goal of branded content is generating notoriety and conversation surrounding the brand. These contents try to affect the audience and start a conversation rather than looking for a direct conversion or sale. The main metrics for measuring the success of a branded content focuses on the number of mentions and notoriety of the brand. A branded content generate additional value for the customers. Marketers usually think that advertisements are the price which is to be paid for user to consume the content that interests them. However, branded content seems to change this reality around and develop content that the customers actually want to consume. This additional value generally comes in the shape of entertainment. It appeals to users emotions. Using emotions to convince users was a popular resource in the past and continues to do so even today. A branded content seeks to engage with the audience on a more intimate level rather than using rational arguments surrounding around a brand and why it is better than the competition. It uses storytelling. A representative story comes into play that the brand tell the user, with a main lead, the beginning, middle and climax of the story. Branded content is a flexible content that can be presented in various channels and formats, such as podcasts, video content, videogames, interactive formats, events, etc. You can also combine several formats to narrate the story of the brand. Similarly, there are a lot of different sources to diffuse it from social networks to applications and through the website of the brand. The content can be co-created. Brands collaborating with film directors, actors and other renowned professionals for creating one of the most outstanding content has become very common these days. The collaboration, however, doesn’t end there. You can possible resort to the users to tell their stories surrounding your brand and then get involved with engaging with the brand along with providing content. Must Read: 8 Super Effective Content Syndication Tools and Strategies For MarTech Experts But, What is Branded Content Marketing? The real question – What do you mean by marketing branded content? Some people might call it the practice of developing native advertisements. Think about the content pieces that you come across on the internet often, those are the examples of branded content marketing. Branded content marketing has some additional goals as compared to your regular advertisements. This method is not only about pushing a product on the users but also hoping to entertain or educate them in some way. The intended audience of a branded content is usually at a different level of the buyers journey. The audiences of a branded content differ from the users of traditional content marketing. Suppose an individual is looking for some help with a problem and happens to come across a branded content which might be an article sponsored on a website. The person might not necessarily know that the brand is question is the one that can solve their problems. However, in the case where an individual is going straight to the brands blog or website for a solution or he is checking the brands social media channels for help, is likely to be ahead in their buyer journey. When this occurs it means that the audience is already aware about a brands existence and has an inkling that the brand might be capable of helping them out. Should You Use Branded Content Marketing? There are lot of people who treat branded content marketing like it is the worst technique ever which might force you to ask if it is a good idea for your brand. Should you add paid media to your content marketing strategy by creating sponsored articles or blogs? In all honesty, having a native advertising or branded content marketing strategy as a part of your whole content marketing strategy can prove to be helpful. By using branded content you can connect with your customers at an early stage of your funnel or buyers journey. These buyers may not be ready to purchase your brand yet, but they are likely to keep you in their mind and come back to check your solutions as they move down in the funnel. Using branded content marketing in your content marketing strategy also helps you avoid betting all your money on a horse. When you utilize sponsored content or posts in your marketing strategy, you open one more distribution and promotion stream. You can take the benefit of the traffic that comes via a sponsored publication instead of depending on the traffic derived from your social media profiles or website. The marketing strategy is an effective answer to an overwhelming saturated market. Users these days are thronged with ads and information every time, in such number that they resort to use ad blockers. In such a case you should look for new ways to engage with your customers, affect them in creative methods and spread the values that they represent. Branded content is an ideal solution to such needs. Branded content marketing can be advantageous to brands and its products by making the intended audiences aware about your brand and conveying the solutions that you provide. Must

Ultimate Guide to Demand Generation Strategy

Posted on By Vikas Bhatt

When the B2B marketers set out to create a demand generation strategy they need to have a broad perspective in mind. The reason for this is that demand generation requires a specific amount of cooperation from both the sales and the marketing team, which is often overlooked by a lot of marketers. Since demand generation is a data driven process, the best of the tactics identify and nurture the key prospects from both the sides of the sales cycles, over a long term. The demand generation tactics engages the prospects through multiple platforms and touch points. This article is going to walk you through the efforts of how B2B marketers create a detailed demand generation strategy. We will explain every phase of demand generation funnel with emphasizing on optimization as well as sales creation. We will be discussing specific touch points like: Must Read: 9 demand generation books every marketer must need to know Understanding Demand Generation Strategy Demand generation is used for bridging the gap between a company’s revenue and sales operations. It is a marketing system that includes several touch points from creating email list, to blogging, to social media promotion and all other inbound marketing tactics that are a part of the company’s demand generation strategy. Demand generation is, however, not inbound marketing. The strategies may include inbound marketing techniques but it is just a single part of company’s bigger demand generation funnel. Similarly, demand generation isn’t lead generation either. Although a lot of people might not discriminate leads, demand generation is all about identifying potential prospects. You will bring only the highly qualified leads (Sales qualified or Marketing qualified) to the sales rep during the lead nurturing process. Demand generation strategy is about facilitating more sales and high conversion rates. You can call demand generation as a weekly newsletter, a sponsored white paper, a webinar sponsored by the company or a meet up event. It is most definitely not a quick fix like the banner ads or cold email blasts. More importantly, your demand generation strategy will identify the best touch points and target them for engaging the customers with. With this method a strong demand can be created for new as well as existing clients and prospects. Must Read: Hack: Unlimited Demand Generation With Content Marketing Nurture Leads for Better Demand Generation When you are setting out to find more demand for your product, remember the prospects who have already shown interest. This investment will be a much smaller yet easier one to inspire your audiences to look at you in a new, improved way. Moreover, if you have a poor strategy for nurturing leads you will waste your quality leads. An ideal demand generation strategy should assess and divide leads that are not ready to buy and maintain their interest for future reference. Nurturing lead is about arranging leads in a segmented list that are more effective and a precise email marketing campaign. This is the reason why you can use demand generation throughout the prospects life. Segmentation of list helps you assess the following factors: Similarly, metrics like content downloads, web page views as well as total visits on site will let you know which content will be the strongest choice for approaching the leads. All you need to do is prioritize these factors and the test them. By doing so your messages will target the segmented leads more effectively. Must Read: 15 demand generation statistics every business must need to know Score Leads for Better Demand Generation The sales and marketing department should collaborate for determining demographics, behaviours and activities that qualifies the leads for your company. When you establish a lead scoring system it will allow you to rank your leads on the basis of their scoring. Using the lead scoring system in your demand generation strategy can help you to target the leads that are best and are already in your funnel. When the lead scoring system will be in place, the sales team can touch the hottest leads for better sales and increased productivity. Lead Generation Metrics There are 5 lead generation tactics that are worth tracking. Must Read: MQL to SQL conversion rate Key Takeaways Your demand generation strategy will need a lot of your attention for both existing leads as well as future leads. Your demand generation strategy will be successful only when you have created and harnessed the demand within all the available SQLs and MQLs. Marketers should look into lead generation, lead nurturing through the whole sales funnel and lead scoring to ensure that the programs are effective now and will remain the same in the future. This requires prioritizing certain techniques like webinars, videos, display retargeting, free resources and bring people in your marketing funnel. Any B2B marketer will be well equipped to develop a strong demand generation strategy with these tools in hand. Must Read: Demand Generation Etiquettes

7 Lead Management Strategy Best Practices

Posted on By Vikas Bhatt

Acquiring new customers is the lifeline of a lot of businesses but it can be expensive many times. One of the biggest advantages of lead management strategy and marketing automation is the ability to create a process that continuously manages leads at a bigger scale. The secret to making it work is to develop an effective process for automation. We will not deny the fact that an acquisition of a new lead is expensive and by expensive we mean around 6 to 7 times more expensive as per research. Acquiring is costlier than retaining the customer which is why a smart lead management strategy can help reduce cost as well as decrease the time that is spent in the sales funnel. To increase the number of leads and the rate of conversion, you should be able to manage your leads in a well-structured and systematic way. We will be sharing 7 valuable best practices, strategies and tactics that are accumulated by our experts to help you achieve your most ambitious goal in lead management. 7 Lead Management Strategy Best Practices Create a Plan The first step that you need to take, before launching any campaign, is to create a deliberate plan to decide how to qualify and route the leads, how to manage and archive your data, etc. It is a thumb rule of any given activity and it is the same for lead management as well. Neglecting stakeholders who are involved in the process of lead management, even the minor ones are not recommended. Build mutual understanding and close cooperation between the sales and marketing team as an important prerequisite for your success in the future. Qualify Leads (Sales qualified or Marketing qualified) Know your leads and describe your buyer persona for determining their behavioral traits, interests, problems and the preferred channel for communication for your best leads. These traits will indicate when the prospects are ready to be moved to the sales team and when they should be dismissed. If you want to stop wasting your efforts at the earliest stage, you need to evaluate the budget, needs, authority and the timescale. Don’t waste your financial or temporal resources on the leads that do not fit your criteria. Utilize your lead scoring method Your lead scoring method helps in tracking the behavior of prospects and the level of interest they have in your product or solution. On the basis of this, you can determine the maximum amount of time as well as effort that you need to spend on that particular lead. This subsequently influences your sales results directly. Deploy Targeted Content As per recent research, your chances of generating leads are 67% high in case your company has a blog. Therefore, if you don’t already have a blog, start one right away. Develop customized, well-structured and well-worded messages to communicate with your users. Target different types of content to your segmented customers, deliver pre-tailored messages as per their immediate needs and you will get a visible increase in your brand visibility. You should implement social media strategies in your overall B2B lead generation process for reaching out to broader audiences apart from your primary ones. Use Lead Management Strategy Using automation as your lead management strategy can improve your lead management and subsequently help your business grow. Technology can streamline your activities into the sales funnel and help you make better decisions as for right investments, as well as evaluating your marketing activities. In a study, it has been revealed that 71% of the top ranking companies use lead management strategy to their benefit. In our ever-changing, fast-paced world, these automation tools improve your ability to change your tactics as well as strategies on a dime. If you are flexible and adaptive to rapid changes, you receive a competitive advantage for those sales rep who has fully embraced the sales tech stack. Let process dictate technology A lot of campaign management software and CRM are present in the market. Therefore, knowing what exactly you want to achieve helps you avoid settling for software that forces you to shrink your goals and limit your effectiveness. Lead nurturing automation should be considered as a must-have in every organization. The leads that are qualified will buy the products from someone but nurturing those helps you stay on the top of their minds. Understanding the history of the campaign and the contact associated with every lead is very crucial. Marketing systems and CRM should be able to combine the data for delivering comprehensive activity history. This gives a sturdy base to sales for worm conversations and helps them uncover the latest trends. Rate efforts Calculate your performance throughout the sales cycle, most probably at the end of the day or sales. This will help you unravel the time and cost required to nurture the leads and co-relate cost-profit. After the evaluation, if you receive results that are unsatisfactory, don’t worry. You can deliver more training to your staff and provide them with educational programs on advanced automation for enhancing their performance. Make sure that your system makes it easy for the staff to pass the leads to the sales and that the sales can see an important trigger event which qualified the lead at the first place. It doesn’t matter if your companys activities in the sales funnel are powered by a leading system or even no system at all. There are traditional practices in the lead management strategy that is time-honoured for making your sales funnel remain kicking and alive throughout the low and high seasons of the business. At the same time, if you address the issues faced by your company responsible and implement sales automation software, it can repay you in a thousand folds. Implementing a lead management strategy is east when you know you need a strategy in the first place and it must be a successful one at that. These strategies can help you achieve perfect leads that are perfect for your business and can

7 Lead Management Strategy Best Practices

Posted on By Arit Kumar Sinha

Acquiring new customers is the lifeline for many businesses but it can be expensive at times. One of the biggest advantages of lead management strategy and marketing automation is the ability to create a process that continuously manages leads on a bigger scale. The secret to making it work is to develop an effective process for automation. Acquiring is costlier than retaining the customer which is why a smart lead management strategy can help reduce costs as well as decrease the time that is spent in the sales funnel.  To increase the number of quality leads and the rate of conversion, you should be able to manage your leads in a well-structured and systematic way. We will be sharing 7 valuable best practices, strategies and tactics that are compiled by our experts to help you achieve your most ambitious goal in lead management. Create a Plan The first step that you need to take, before launching any campaign, is to create a deliberate plan to decide how to qualify and route the leads, how to manage and archive your data, etc. It is a thumb rule of any given activity and it is the same for lead management as well. The first step that you need to take, before launching any campaign, is to create a deliberate plan to decide how to qualify and route the leads, how to manage and archive your data, etc. It is a thumb rule of any given activity and it is the same for lead management as well. Must Read: How to Convert Marketing Qualified Leads to Sales Qualified Leads Neglecting stakeholders who are involved in the process of lead management, even the minor ones are not recommended. Build mutual understanding and close cooperation between the sales and marketing team as an important prerequisite for your success in the future. Qualify Leads Know your leads and describe your buyer persona for determining their behavioral traits, interests, problems and the preferred channel for communication for your best leads. These traits will indicate when the prospects are ready to be moved to the sales team and when they should be dismissed. If you want to stop wasting your efforts at the earliest stage, you need to evaluate the budget, needs, authority and the timescale. Don’t waste your financial or temporal resources on the leads that do not fit your criteria. Utilize your Lead Scoring Method Your lead scoring method helps in tracking the behavior of prospects and the level of interest they have in your product or solution. On the basis of this, you can determine the maximum amount of time as well as the effort that you need to spend on that particular lead. This subsequently influences your sales results directly. Deploy Targeted Content As per recent research, your chances of generating leads are 67% high in case your company has a blog. Therefore, if you don’t already have a blog, start one right away. Develop customized, well-structured and well-worded messages to communicate with your users. Target different types of content to your segmented customers, deliver pre-tailored messages as per their immediate needs and you will get a visible increase in your brand visibility. You should implement social media strategies in your overall lead generation process for reaching out to broader audiences apart from your primary ones. Use Lead Management Strategy Using automation as your lead management strategy can improve your lead management and subsequently help your business grow. Technology can streamline your activities into the sales funnel and help you make better decisions as for the right investments, as well as evaluating your marketing activities. In a study, it has been revealed that 71% of the top-ranking companies use lead management strategy to their benefit. In our ever-changing, fast-paced world, these automation tools improve your ability to change your tactics as well as strategies on a dime. If you are flexible and adaptive to rapid changes, you receive a competitive advantage for those sales rep who has fully embraced the sales tech stack. Must Read: How To Generate Sales Leads Without Cold Calling Let process Dictate Technology Copious campaign management software and CRM are present in the market. Therefore, knowing what exactly you want to achieve helps you avoid settling for software that forces you to shrink your goals and limit your effectiveness. Lead nurturing automation should be considered as a must-have in every organization. The leads that are qualified will buy the products from someone but nurturing those helps you stay on the top of their minds. Understanding the history of the campaign and the contact associated with every lead is very crucial. Marketing systems and CRM should be able to combine the data for delivering comprehensive activity history. This gives a sturdy base to sales for worm conversations and helps them uncover the latest trends. Rate Efforts Calculate your performance throughout the sales cycle, most probably at the end of the day or sales. This will help you unravel the time and cost required to nurture the leads and co-relate cost-profit. After the evaluation, if you receive results that are unsatisfactory, don’t worry. You can deliver more training to your staff and provide them with educational programs on advanced automation for enhancing their performance. Calculate your performance throughout the sales cycle, most probably at the end of the day or sales. This will help you unravel the time and cost required to nurture the leads and co-relate cost-profit. After the evaluation, if you receive results that are unsatisfactory, don’t worry. You can deliver more training to your staff and provide them with educational programs on advanced automation for enhancing their performance. Make sure that your system makes it easy for the staff to pass the leads to the sales and that the sales can see an important trigger event that qualified the lead (Marketing qualified or Sales qualified) in the first place. It doesn’t matter if your company’s activities in the sales funnel are powered by a leading system or even

Using Personalization in Content Marketing

Posted on By Vikas Bhatt

Micheal Brenner, CEO of Marketing Insider Group, recently stopped by to talk with us. Brenner co-authored the best-selling book, The Content Formula. He is recognized for his influential presence on social media and has also been praised for his skills in B2B marketing. From fundamentals to modern trends, Brenner has some tips about personalization with content marketing.   4 Steps for Getting Started in Personalization Brenner has outlined four trends for companies or entrepreneurs getting their start with personalization in content marketing. The first is specialization, where brands work to define a space they can own. Specializations help brands maintain a strong presence in their industry. The second step is visualization and involves creating different types of content marketing metrics. The third step is humanization, and it involves telling stories to connect with viewers and prospective customers on an emotional level. The final step is personalization. Having the right content for the right person at the right time is vital to personalizing an approach to content marketing.    Must Read: Developing a Content Marketing Strategy What to Focus on with Content Marketing Brenner is aware some people view content marketing as difficult, expensive, and overwhelming. He says businesses should focus on having the right answer for the customer during each step of the buying process.   He also spoke at length about the topic of modularization. This practice allows companies to take content ideas and use them in various forms. For example, a company can answer a question about a service they provide in a graphic, a blog, and a video.    Implementing a Modular Approach to Content Marketing Once a person identifies the steps a consumer goes through, they can create content and modularize it accordingly. No matter what phase of the buying process a customer is in, multiple content options will be available. A company’s corporate website is a place Brenner recommends using when it comes to modularization. Different groups ranging from casual customers to investors are likely to find a company’s website. Companies should have personalized content distribution strategies for each type of viewer. Tools like Adobe Target are great for determining who is visiting a site and what they most like to see. Why You Should Start Out on Familiar Platforms Brenner prefers using common platforms first before branching out into off-domain options. Facebook is a good example, as it is easy to personalize and run promotions on. Data tools also make it easy to measure reach and obtain analytical information about the scope of a pages success. It is important to have the right content for each stage. Brennen sees plenty of companies with late-game content, but not enough early-game content. Companies should always take the tone of their content into account, as the right approach makes it easier to connect with an audience.   Personalization has helped sites like Amazon and YouTube build a dedicated audience. People appreciate seeing content tailored to their needs. While it may seem hard to start out with personalization, companies only need the right strategy. These steps make it easy to stand out, get a viewers attention, and become their first choice. This article is contributed by Dave Reimherr who is the founder Magnificent Marketing LLC. Magnificent is a full-service digital marketing agency with a specialization in content marketing and social media marketing and advertising. David has 20 years of experience in sales, marketing, strategy & branding.   Must Read: B2B Content Marketing Tips You Should Start Using Today

Fast-track your revenue generation with Pay-for-Performance marketing campaigns.