According to Lenskold Group’s “2013 Lead Generation Marketing Effectiveness Study,” the impact of content marketing on B2B engagement and financial results is falling short of its potential due to a lack of comprehensive processes and measurements.
The research shows that many B2B organizations lack strong ability in key areas that are often enabled by marketing automation, including content customization, targeting and measurement of sales conversion. However those that have success in these areas (highly effective and efficient marketers) are more likely than other marketers to have strengths in using intelligent targeting to trigger content (59% vs. 17%), capturing intelligence for sales team (54% vs. 25%) and customizing content to Buyer Journey stage (49% vs. 21%).
Effective usage of marketing automation can also have positive effects on ROI, as 78% of highly effective and efficient marketers believe marketing automation systems and lead scoring based on content and engagement are highly responsible for improving revenue.
Jim Lenskold, President of Lenskold Group, said in a recent press release, “The research suggests that marketing organizations may be becoming more tactically-driven and perhaps missing the strategic advantages that marketing automation can enable. Rich data from tracking customer engagement, behaviors and outcomes, combined with automation that can present the right content to the right contact, opens up tremendous opportunity to increase sales and revenue. However, more attention is needed on building processes and capabilities that leverage marketing automation strategically.”
B2B organizations are falling short in today’s marketing landscape due to a lack of comprehensive processes and measurements that are often enabled by marketing automation.