Content Can Close: Surging Demand for Personalization

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The surging demand for personalized contentin closing sales and winning deals

A new survey from MarketingProfs and Seismic

Content Can Close

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Most content marketers know where and how to use great content to create clicks and shares…

But what about when it comes to closing sales and tying their efforts to revenue?

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surveyed more than 200 B2B content marketers to find out:

• The current state of content marketing • The priorities of today’s content

marketers• What the future holds?

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practice persona-based content marketing

Many marketers are creatingpersonalized content:

33% create vertical/industry-specific content39%

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However…

are still not personalizing content at all.

43%

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But when it comes to enabling sales teams with personalized content to progress a buyer

throughthe sales cycle…

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Only 18% of marketers would consider their content fully updated, on-brand, and effectively

organized.

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16% of marketers are tied down with one-off content requests

from sales

23% say their sales content is located in various, disconnected

content siloes

And

31% don’t know or have no sales content strategy in place at

all.

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Which is really too bad, because 64% of content marketers consider measuring their team’s influence on revenue as being very or somewhat important…

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And great, personalized content can be used to effectively progress a buyer through the sales cycle, directly tying content to revenue.

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But wait, how would marketers even be able to measure content’s influence on sales and revenue, anyway?

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IF THEY WERE ABLE TO, B2B CONTENT MARKETERSWOULD LOVE TO SEE:

At what stage in the sales cycle a specific piece of content was used (48% of respondents)

At what stage in the sales cycle was most content used(36%)

How many times a specific piece of marketing content was used (36%)

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THEY WOULD ALSO LOVE TO SEE:

Which pieces of content were reported as the source of the opportunity (51%)

How soon after a piece of content was consumed did the opportunity stage advance (47%)

How much time the buyer spent engaging with a piece of content (25%)

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Here’s the thing…

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With an enterprise-grade sales enablement platform, like Seismic, content marketers can have all of those metrics at their fingertips today, drastically improving visibility into sales content and making metrics-based improvements.

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So, with 46% of B2B content marketers saying that sales enablement is important…

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And 24% planning onimplementing a sales

enablement tool in thenext six to 12 months…

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If you’re not looking toenable sales, optimize

content, and tie your content efforts to revenue, you may

find yourself scrambling to catch up to your competition.

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Looking to see where your sales enablement efforts stand? Check out our Sales Enablement Benchmark Assessment here.

SALES ENABLEMENT GRADER

How well do you stack up?Take this 5-minute test to compare your strategy to industry leading companies, and discover where you’re excelling and

where you can improve.

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