And just like Olympic viewership is skyrocketing, so are content budgets: 91% of leaders anticipate budget increases and, consequently, content production is expected to increase by 3X to 5X. As practitioners ramp up their content machines, practitioners need to balance quality with effectiveness to ensure their content meets buyers’ preferences.

“Content plays a pivotal role in B2B demand generation as it serves to educate, engage and build trust with potential customers,” said Ken Stout, SVP of Data Axle, a data, technology and marketing services provider. “Quality content positions a company as an industry authority, attracting prospects seeking valuable insights.”

With crafting quality content in mind, it’s time to look at B2B buyers’ contenders for the gold, silver and bronze medals of content formats to determine what assets resonate most strongly with prospects and customers.

Bronze: User-Generated Content

Coming in at the No. 3 spot is all forms of user-generated content, which encompasses everything from case studies to product reviews. Third-party validation is crucial to generating credible content: Sure, your team can tell buyers about how great your offerings are, but the bias is abundantly clear. Instead, savvy buyers are turning to industry thought leaders and influencer feedback to paint a clearer picture of the solution they’re about to purchase. But if you’re a marketer not already leveraging user feedback, don’t sweat: You likely have all the information already at your fingertips.

“Every marketer has excellent access to zero- and first-party data,” said Sarah Sehgal, Director of Demand Generation for OpenSesame, an educational technology company. “Zero-party data, specifically, comes from people raising their hands and intentionally sharing information, while first-party is coming from whatever platforms you have on your website that connect into our CRM or marketing automation tool. To generate more first-party insights, you need to go into those systems to segment and activate your audience by action to unlock that type of engagement.”

Silver: Digital Events & Webinars

Ah, the mighty webinar. While it was a close runner-up, it didn’t secure enough of the vote to jump up to the No. 1 spot on the podium. The medium’s popularity is clear, as it helps facilitate virtual connections and allows attendees to interact with their peers and learn from experts. In an era where time is valuable and buyers are looking for the most streamlined journey possible, webinars emerge as a formidable contender to provide comprehensive content and distill detailed explanations that are often not possible in static formats. However, to make the most out of this lucrative medium, webinars aren’t something marketers can sprinkle in whenever they want — it’s a strategy that requires a full commitment.

“Virtual events can’t be a targeted effort your company does here and there,” said Jason Widdup, VP of Marketing at Metadata.io, a demand gen platform. “They should really be an ongoing channel that’s a key part of your overall marketing strategy. If you’re just ‘spraying and praying’ or hosting one-off events, you can’t connect them to any of your other marketing efforts. You must cohesively weave the virtual events channel into overall marketing efforts.

Gold: Short Form Content

If B2B had a national anthem, we’d start playing it now! Whether you want to refer to it as the Michael Phelps or Simone Biles of marketing, short-form content was easily the GOAT for 67% of B2B buyers. As I’ve said before, the attention economy is in a recession as attention spans plummet: The average time that a person can focus on one thing has dropped from around 2½ minutes to around 45 seconds, meaning short is in — especially with 70% of B2B buyers preferring to learn about a company through articles and blog posts.

“We need to start looking at formats that are shorter and easier to digest: Everything doesn’t have to be this long soliloquy of what buyers need to do,” said Dana Harder, Partner at Unreal Digital Group, a demand generation agency. “Those longer-form content pieces have a place, but we also need to mix it up with short-form podcasts, social posts, video, interactive pieces and web-based content so it’s easier to find and for gen AI tools to pick up.”

If I had the Photoshop/Canva skills, I’d insert a fun image of an Olympic podium or photoshop each medalist into a flag-raising ceremony. However, despite my lack of artistic prowess, there’s no denying the ongoing power of content, as 48% of practitioners plan to publish content daily. With such an uptick expected in content generation, it’s essential that B2B practitioners to maximize their resources and ensure they’re providing buyers with the formats and mediums they’re most likely to engage with.

To uncover more into the current state of content marketing, check out “Navigating The Attention Economy Via Snack-able & Shareable Content.”

The post Ranking B2B’s Top 3 Content Formats For Buyer Engagement appeared first on Demand Gen Report.

“You have to be creative, but also serious; tactical, but also strategic. Strategic, but also Brian in HR has a better idea of a product launch,” said Handley. “The list goes on, and it’s too contradictory and too hard. B2B marketers are often measured by a set of impossible standards, and we’ve always been at the forefront of change. With ridiculous algorithms, fractured audiences and disruptive AI, I’ve come to realize we’re entering a great B2B Renaissance.”

As marketing shifts away from their tried-and-true tactics, Handley continued by highlighting two startling statistics that outline two major influences behind the Renaissance:

• 95% of buyers aren’t even in-market, and those that are remain anonymous throughout almost the entire journey; and
• When they are ready to buy, 90% already know the vendor they’ll ultimately choose before they start reaching out.

Further outlining the changing dynamics of the B2B environment was Ruth Stevens, President of eMarketing Strategy, with her keynote, “What’s Working In B2B Marketing: New Developments, New Tools & New Techniques.” To kick off her session, Stevens outlined four major factors driving change in B2B today:

• The return of events post-Covid;
• The differing expectations between generational buying groups;
• The increasingly digital preferences of buyers; and
• The declining influence of sales and increasing influence of marketing.

“B2B E-commerce has taken the lead as the most effective sales channel,” said Stevens. “It’s rated No. 1 by 35% of buyers, ahead of in-person sales (26%), video conferences (12%), email (10%) and phone (8%).”

With digitalization and self-service journeys at the forefront of most #B2BMX sessions, the overarching theme across the three-day event revolved around optimizing content and strategies to engage with the chronically online buyer.

Focusing On Brand Experiences To Promote Familiarity

In the digital world, brands that create emotional connections will undoubtedly come out on top. Echoing Dan Gingiss’ day-two keynote, Handley explained that marketers’ traditional focus on highly measurable tactics has left much to be desired brand-wise.

{loadposition GIAA}“We’re over indexing on short-term pipeline and not thinking enough long-term about those emotional connections that we’re building,” she explained. “And when I say brand, I don’t mean just your logo or your look; it’s about your feel and how people are thinking about you. When I think about brand, I think about the Double D’s: Distinction and differentiation.”

Adding to the list of D’s was Dana Harder, Partner and Co-Founder at Unreal Digital Group, in a content panel discussion. She noted the importance of discoverability — particularly in the era of stealth, anonymous buyers.

“If you were to start searching for yourself and your brand on generative AI tools and start having conversations with your clients about it, you’ll be surprised to find out you’re not there,” explained Harder. “You’ll see other companies coming up that might not be in your industry at all, or your competition, and you’re still not here. From a content perspective, that’s going to mean creating more content — it pains me to say it, but you’re going to have bring some product and brand content back in the mix to come up where people are searching.”

Leveraging Real-World Customer Insights To Inform Content Creation

To create content that hits on the Triple D’s (and I’m not talking about Guy Fieri’s show), first- and zero-party data are essential. Sarah Sehgal, Director of Demand Generation for OpenSesame, noted that marketers likely have prospect information at their fingertips.

“Every marketer has excellent access to zero- and first-party data,” said Sehgal. “Zero-party data, specifically, comes from people raising their hands and intentionally sharing information, while first-party is coming from whatever platforms you have on your website that connect into our CRM or marketing automation tool. To generate more first-party insights, you need to go into those systems to segment and activate your audience by action to unlock that type of engagement.”

Sehgal also mentioned that marketers often tend to overcomplicate things, so she encouraged them to embrace simplicity. Taking it one step further was Handley, who added that the best company voices are simple, engaging and even a little weird. With that in mind, Handley noted that a company’s voice isn’t about grammar or punctuation — instead, it’s about their personality on the page.

“The weirder you are in B2B marketing, the more that you will be remembered and the more your content will connect with those around you,” said Handley. “Weird gets a bad rap and people make it seem like a bad thing, but it’s real. It tells the truth, it’s memorable and entertaining, and it stands out from the crowd.”

To learn more about the intricacies of crafting compelling buying experiences, make sure to head over to our recap of the event’s first two days and revisit the third-ever Campfire session.

Feeling some FOMO from missing out on the 2024 B2B Marketing Exchange? The #B2BMX team is already hard at work putting together their next event, B2B Marketing Exchange East, taking place from Oct. 1 to 3 in Alpharetta, Georgia. See you there!

The post #B2BMX Day 3 Recap: Unraveling The Marketer’s Paradox To Enter The B2B Content Renaissance appeared first on Demand Gen Report.

AI-Powered Personalization

One of the primary ways AI is influencing B2B content syndication is through advanced personalization. AI algorithms analyze vast amounts of data to understand buyer behavior, preferences and intent. This enables marketers to create highly personalized content that resonates with individual prospects. From tailored email campaigns to dynamic website content, AI-driven personalization ensures that each touchpoint is relevant and compelling.

In the context of content syndication, AI helps marketers deliver the right content to the right audience at the right time. Through predictive analytics, AI identifies patterns in buyer behavior, allowing marketers to anticipate the content needs of their target accounts. This not only enhances the user experience but also increases the likelihood of conversion by providing valuable, targeted information.

ABM: Laser-Focused Targeting

ABM, on the other hand, complements AI by offering a strategic framework for content syndication. ABM revolves around identifying high-value accounts and tailoring marketing efforts specifically for them. This aligns seamlessly with the precision that AI brings to personalization. Together, AI and ABM enable marketers to create hyper-targeted content strategies that address the unique challenges and interests of key accounts.

In the realm of B2B content syndication, ABM ensures that content is not just broadly distributed but also strategically placed in front of decision-makers within target accounts. By aligning content distribution with the account’s specific needs and pain points, marketers can significantly increase engagement and conversion rates. AI can also help expand ABM lists by building look-a-like lists that may target companies that were not even on a company’s radar but looking for a specific type of solution.

Efficient Lead Scoring & Qualification

AI plays a crucial role in optimizing lead scoring and qualification in B2B content syndication. Traditional methods often rely on static criteria, leading to inefficiencies and missed opportunities. AI-driven lead scoring, however, dynamically assesses the potential of leads based on real-time interactions, behavioral patterns and historical data.

This dynamic approach ensures that sales teams focus their efforts on leads with the highest likelihood of conversion, improving overall efficiency and productivity. In the context of content syndication, AI-driven lead scoring allows marketers to prioritize the distribution of content to accounts that are more likely to move through the sales funnel, maximizing the impact of their syndication efforts.

Enhanced Analytics & Measurement

AI not only aids in the creation and distribution of content but also revolutionizes the way marketers measure its effectiveness. Advanced analytics powered by AI provide a granular understanding of how content is consumed, shared and acted upon. This level of insight allows marketers to refine their content syndication strategies continuously.

ABM complements these capabilities by providing a holistic view of the account-level impact. By measuring the engagement and conversion rates of target accounts, marketers can gauge the overall success of their content syndication efforts. This data-driven approach enables agile decision-making, allowing marketers to adapt their strategies in real-time for maximum impact.

Conclusion

In the dynamic landscape of B2B marketing, the synergy between AI and ABM is reshaping content syndication strategies. The marriage of AI-powered personalization and ABM’s targeted approach is unlocking unprecedented levels of efficiency and effectiveness. As businesses strive to stay ahead in the competitive B2B arena, leveraging the combined power of AI and ABM in content syndication is not just a choice but a strategic imperative for success. Remember, this is not an easy task and is not something that can happen overnight; it takes planning, support, executive sponsorship and patience.

Mark Nachlis is a 25-year veteran in the B2B space and the Co-founder and Managing Director of Revline Marketing, Inc., a marketing firm that owns first-party data and provides B2B solutions for agencies.

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Between dwindling budgets, mass layoffs and economic volatility, 2023 was a scary time for B2B practitioners. Whether they were attempting to motive their remaining team members or trying to make the most of existing technology, practitioners often felt they were cobbling together marketing strategies à la Dr. Frankenstein.

As the tribulations of 2023 will likely bleed over into 2024, here are three strategies practitioners should lock up in their asylums (and hope they don’t escape Michael Myers-style!).

1. Overt Sales Pitches

Blatant sales pitches trap B2B buyers in a haunted house of messaging, with “Hi [Name],” and Calendly links dripping in red down the walls. With that lovely visual in mind, it’s unsurprising that nearly half (46%) of all B2B buyers want companies to curb sales messaging in favor of outreach that demonstrates an understanding of their company’s unique needs.

“It comes back to the old adage of buying a used car: We hated it because we knew we were going to be sold to, it was probably going to cost more, the payments would be more expensive and our ROI would drop as soon as we drove off the lot,” said Roderick Jefferson, a Sales Coach for Growth Companies and author of “Sales Enablement 3.0.”, on the B2BMX podcast. “The same thing is happening now, because I think our prospects and customers have access to so much information that they’re not looking to be informed; they’re actually looking for confirmation about whether or not they should buy from your company.”

Instead, buyers want to build relationships with their sales reps and feel a connection to the company — specifically, 55% want communication that speaks directly to and demonstrates expertise around the needs of their industry. Roderick continued that there’s never been a time in history where humanity and empathy has meant as much as it currently does, so he encouraged salespeople to start actively listening to prospects.

“It’s all about asking the right questions, and it’s about clear communication,” Jefferson continued. “It allows you to demonstrate your credibility but also starts driving the conversation toward action items, like scheduling the next follow-up and moving a prospect along in the buyer’s journey, as well as understanding why they buy, how they buy, when they buy and who’s buying.”

2. Product-Specific Content

I get it: While the primary purpose of marketing efforts is to generate awareness of products, buyers don’t want content that focuses solely on a brand’s value and solutions. Freddy Krueger is the perfect example of product-specific content: He only appears in dreams, and you know you’re in trouble when you see him. Instead, practitioners need to take Jigsaw’s approach and keep buyers on their toes of what they can expect.

“Most times, we make it about our product or service that we’re trying to tell, and we don’t do enough to get to know that individual, what makes them tick, their interests or their ideas,” said Jeremy Hurewitz, creator of the Sell Like A Spy program, during his B2B Marketing Exchange presentation.

Beyond building personal connections, buyers also want content that:

• Presents thought leadership presented by experts and peers (71%);
• Uses data and research to support its claims (53%); and
• Is personalized and tailored to their needs (42%).

3. Form Fills & Gates

Some of the most predictable twists in horror movies feature the captured person finally making it to the door or gate of their captor’s building, only to find that it’s locked, they’re trapped and danger is imminent. B2B buyers feel the same — more than one-third (35%) want content that’s easier to access, while 43% want ungated assets that are easier to share with colleagues.

“People care about time more than ever,” said Jay Baer, Founder of marketing consultancy Convince & Convert, at the B2B Marketing Exchange. “We all only have 1,440 minutes per day — you can’t buy more. Time is the only resource that we all share equally on this planet. A lot of these trends we’re seeing — quiet quitting, the great resignation, traveling, working from home — are all the same. We care about time more than ever so if you give your customers time, they’ll give you money.” 

The post 3 Boogeyman Strategies B2B Practitioners Must Leave Behind In 2023 appeared first on Demand Gen Report.

The new tools include:

• Enhancements to its AI Assistant, which include the ability to source information from customers’ Content Libraries, in addition to publicly available sources;
• Deeper content management automation to help prevent and remove redundant, obsolete and trivial content; and
• A broadened profile center that can now share web-based information profiles as public Trust Centers, in addition to offering invitation-only information profiles.

“Responsive prioritizes a customer-driven product roadmap, and we deeply appreciate the consistent input that our customers share, which helps us build meaningful and powerful tools,” said AJ Sunder, CPO and CIO at Responsive, in a statement. “We are particularly excited about the rapid adoption of capabilities like our AI Assistant, and we look forward to the progress customers will make with today’s enhancements to our AI, automation and privacy offerings.”

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The Pixis platform is designed to provide a product suite that includes targeting, in-flight performance optimization and generative AI capabilities. The company plans to use the funding to deepen Pixis’s AI capabilities, accelerate global expansion, invest in research and development to refine and launch a generative AI-powered creative studio and build strategic product and business partnerships.

Most recently, Pixis launched its creative studio, which features AI capabilities that enable brands to instantly generate photorealistic creative assets – both 3D images and videos – through text prompts.

“This is shaping up to be an exciting year for Pixis as we welcome Touring Capital as investors: The Touring team have been important thought partners over the years, and we are delighted to announce our new partnership,” said Shubham A. Mishra, Co-founder and CEO of Pixis, in a statement. “With this capital raised, we will continue to concentrate on strategic channel partnerships with renewed vigor, and invest heavily in our research and development efforts.”

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As organizations embrace A/V strategies to fulfill buyer demand, they’re investing in the creation and distribution of informative content that captures customer and prospect attention while building trust. The top four strategies practitioners are leveraging A/V content for include:

1. Attracting Prospects

A/V content helps B2B organizations capture the attention of their target audience and entice them into the sales funnel. Engaging videos, podcasts and webinars act as magnets, drawing prospects in with valuable and informative content. By addressing pain points, showcasing industry insights and demonstrating thought leadership, A/V content establishes credibility and positions the organization as a trusted resource.

2. Nurturing Leads

Once prospects enter the sales funnel, A/V content becomes instrumental in nurturing them toward conversion. Educational webinars, personalized video messages and interactive content provide opportunities for deeper engagement. These mediums allow organizations to deliver targeted messages, address specific pain points and guide prospects through the buyer’s journey. A/V content creates a personalized experience, strengthening the organization’s and the lead’s relationship.

3. Closing Deals

When closing deals, A/V content can be a game-changer. Presentations, product demos and virtual meetings enable B2B organizations to showcase their offerings in an immersive and persuasive manner. A/V content adds a visual and auditory dimension that captures attention, facilitates understanding and builds trust. It brings the product or service to life, making it easier for prospects to envision its value and purchase.

4. Retaining Customers

A/V content plays a crucial role in retaining customers long after closing the deal. Organizations can keep their customers engaged and satisfied by providing ongoing support, training materials and customer success stories through videos, podcasts and other A/V platforms. A/V content helps customers maximize the value they derive from the product or service, fosters loyalty and encourages advocacy.

To accelerate and orchestrate those practices, organizations are turning to emerging technologies to measure A/V content engagement and connect it with measurable outcomes. Advanced analytics, AI-powered insights, interactive elements and personalization enable organizations to gain valuable insights into viewer behavior, optimize their strategies and drive desired outcomes. Furthermore, tech continues to evolve and better help practitioners produce content.

A/V content is a powerful tool in business, enabling organizations to engage, educate and delight their audience throughout the customer lifecycle. With the advent of emerging technologies such as advanced analytics, AI, interactive elements, and personalization, businesses can create compelling A/V content and measure its impact and effectiveness.

For deeper insights into the current state of A/V content marketing, check out the full report now!

The post Lights, Camera, Conversion: The 4 Uses Of A/V Content Across The Buyer’s Journey appeared first on Demand Gen Report.

With 54% of buyers indicating in the “2023 Content Preferences Benchmark Survey” that they’re currently overwhelmed with the amount of content available, the pressure’s on for marketers to create high-quality content. Here are five research-backed tips that businesses must consider when shaping their 2024 content strategies:

1. Open Up The Gates

OK, I know gated versus ungated content is a scary topic for marketers to approach, and I’m afraid you’re not going to like the news I’m about to share: Nearly half of B2B marketers want ungated content that’s easy to share with colleagues. In other words?

As revealed in multiple keynotes at the B2B Marketing Exchange, marketers need to get comfortable with giving away more information than they’d like. Both Jay Baer and Marcus Sheridan graced the stage in Scottsdale (in 2022 and 2023, respectively) to share stories of successful instances of sharing buckets of knowledge.

For his part, Sheridan pointed to his own website — River Pools & Spas — as an example of mentioning both your services and your competitor’s services. He created a blog post that outlined all pool services offered, and candidly shared the pros and cons of each — including his own. He noted that despite sharing information about his competitors, he was still the No. 1 hit on Google and received the most website traffic.

In his presentation, Baer explained that marketers’ role is to serve customers and prospects first: “It’s not quid-pro-quo” — i.e., fill out this gate for more information — “it’s quid-quid-quid,” he noted.

2. Embrace Interactivity

However, don’t throw the gate keys away just yet: Marketers are still willing to pony up their personal information if the content is worth it. When asked what types of assets they are most willing to register and share information for, 42% of buyers said they’re looking for interactive content. Specifically, buyers prefer:

• Quizzes;
• Embedded links;
• ROI calculators; and
• Demos.

3. Shed Generic Content

Content that simply regurgitates an organization’s value prop or re-hashes technical information about a solution is a sure-fire way for prospects and customers to close the window and look elsewhere. Instead, marketers need to focus on creating authentic, emotionally engaging content that goes beyond thinly veiled product pitches.

According to Baer, “Marketing that creates emotions outperforms marketing that doesn’t, and it often takes bravery to execute that. Every single metric KPI report that we run — whether it’s views, downloads, engagement, conversions, leads or pipeline — is driven by real people and their feelings. It’s not a contest of quality; it’s a contest of emotions.”

Specifically, the five elements that practitioners should tap into to create emotionally charged outreach include:

• Generosity;
• Usefulness;
• Speed;
• Empathy; and
• Personality.

4. Tap Into Thought Leaders & Influencers

Third-party validation is crucial to generating credible content. Sure, your team can tell buyers about how great your offerings are, but the bias is abundantly clear. Instead, savvy buyers are turning to industry thought leaders and influencer feedback to paint a clearer picture of the solution they’re about to purchase. Specifically, 38% want content that features more insights from industry thought leaders/analyst, while 37% want third party-validated resources.

5. Get Social

In 2023, nearly one-fourth of buyers indicated that they’re spending more time using social media to research vendors and solutions. When asked specifically about the most influential channels, they pointed to:

• LinkedIn (36%);
• Instagram (19%); and
• Facebook (18%).

The key to successful social media strategies is creating short-and-sweet posts that succinctly convey information. Notably, buyers are most influenced by multimedia content that features images and videos that catch their eyes.

For a full breakdown of B2B marketers’ content preferences, be sure to check out the “2023 Content Preferences Benchmark Survey” now!

The post Revolutionizing B2B Marketing: 5 Content Trends Set To Dominate 2024 Strategy appeared first on Demand Gen Report.

Through Sequel’s one-click CMS, marketers can automatically create, publish and update event landing pages to owned websites, including event embed codes, descriptions, titles and more.

“Many of our customers and marketers across industries are doubling down on boosting efficiency and consolidating their tech stacks,” said Oana Manolache, CEO and Co-founder of Sequel.io, in a statement. “Yet, most of them struggle to publish a simple event landing page, quickly, without involving other teams or freelancers. Having experienced these obstacles myself throughout my career as a marketer, I knew we needed to create a better solution. I’m delighted to say we are now solving this challenge for our team and other marketing teams looking to propel efficient growth.”

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Specifically, the new updates include:

• An enhanced search experience that aims to provide more relevant results and filtering capabilities, as well as redesigned cards on the search page that display file naming conventions;
• More options for sharing assets, such as sharing results for common searches, allowing users to copy and paste a link to search results organized by search terms, sort, pagination and filters applied, and new asset share links that allow recipients to pick the file size and format;
• Keyword and tag improvements, which include using a familiar tag user interface for keyword entry with clickable tags on each asset; and
• Increased analytical insights, such as asset insight charts to provide more options to filter and group asset data with API endpoints.

“Marketing and creative teams turn to DAM systems to rein in content chaos and gain insight into how their content performs, particularly across global brand portfolios,” said Jennifer Griffin Smith, Chief Market Officer at Acquia, in a statement. “The new Acquia DAM updates empower teams to create, find and share assets faster, giving them better control over revenue-generating digital marketing campaigns and the ability to ensure better brand consistency.”

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