In a recent blog post by one of my partners, Blake Eckert, related to the 2018 marketing trends to watch, he mentioned content marketing is still among the top 3 priorities cited by B2B organizations. Did you know that 45% of marketing budgets are spent on content? Not advertising, not tradeshows. But rather generating valuable content for their target audiences. To put this in perspective, that represents several billion dollars in annual spend.
Traditional B2B marketing has focused heavily on corporate communications and product marketing. So many organizations are still trying to understand what it means to focus on content marketing.
Tips to help B2B marketers bring value to the sales team
An Oil Industry Example of Persona Mapping
Persona mapping is often overlooked by oil and gas service companies, yet it is a crucial part of the marketing arsenal. It helps marketers support the sales team with the right ammunition at precisely the right time during the sales cycle. In a complex sale, it's important to understand the various buying influence roles and their unique motivations so you can proactively overcome or address objections before they occur. Product marketing has a big role to play in identifying these personas, and in creating marketing content that resonates.
