B2B marketers are focused on developing content and tools for certain buyer personas – targets they can broadly define to attract leads into the funnel and help them progress through the sales cycle. Then, they are challenged with identifying who is sales-ready for more efficient follow-up. At the same time, the growing popularity of account-based marketing means that marketing and sales teams are defining a narrower set of targets – specific titles at specific companies. But who are those ideal targets? In this presentation, Vision Critical's Nick Stein discusses the importance of using customer intelligence to define your targeted leads and fuel your content strategy.

1. @uberflip#uberwebinar @visioncritical
How to Use Customer Intelligence
to Identify The Right Audience
for Your B2B Content
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Nick Stein
SVP Marketing, Vision Critical
@stein_nick

2. @uberflip#uberwebinar @visioncritical
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 content
marketing 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 BEFORE
THEY MEANINGFULLY ENGAGE
A SUPPLIER SALES REP
(CEB)
CUSTOMERS ARE 5.4
Is the average number of people
involved in a B2B buying group (CEB)
11 to 17
average number of interactions between
a 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 brands
has increased 35% per channel,
but content engagement
decreased by 17%
TrackMaven

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PROBLEM 3: ATTRACTING THE RIGHT AUDIENCE

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90%of content goes unused
because it’s irrelevant
Forrester
Research

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SALES TEAMS ARE
FOCUSED ON VERY
SPECIFIC PERSONAS

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MARKETING
SALES
VERSUS

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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 not
useful, relevant or aligned
with the needs of decision
makers at their company
IDG
Connect

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IMAGINE A WORLD WHERE YOU CAN…
DEFINE YOUR PERSONAS
Learn 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 CONTENT
Get feedback before
launch to maximize your
content marketing ROI

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HOW MOST COMPANIES DO IT TODAY

23. 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

25. @uberflip#uberwebinar @visioncritical

26. Discover
how 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 Technology
www.visioncritical.com/guide-­to-­marketing-­technology
The Everything Guide to Millennials
www.visioncritical.com/guide-­to-­millennials
Enterprise Guide to Customer Intelligence
www.visioncritical.com/guide-­to-­customer-­intelligence

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QUESTION TIME!
Nick Stein
SVP Marketing, Vision Critical
@stein_nick
hub.uberflip.com
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

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