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Dull, Irrelevant Content Hampering B2B Lead Gen Success

June 29, 2012

Only one in five B2B marketing and sales professionals (20%) say their demand generation campaigns are fully effective, whereas 80% say they are ineffective to semi-ineffective, according to a survey from Corporate Visions.

Among those 80%, content is the biggest challenge. Asked to identify the single most important factor hampering successful demand generation campaigns, a plurality (37%) cite content that "isn't engaging or provocative," whereas 31% cite a lack of sales and marketing alignment, and 12% cite budget constraints. Some 9% of B2B professionals say they don't have enough content.  

Moreover, campaign messaging lacks a customer focus: 60% of B2B marketing and sales professionals say their organization's demand generation campaigns focus solely on their own company's products, features, and services—rather than focusing on their customers' pain points.

As a result, nearly two-thirds (65%) of sales-specific respondents say their sales teams use less than one-half of the demand generation content their marketing department produces.

"This quarter's survey results clearly show us that organizations are facing serious challenges when it comes to creating and executing effective demand generation campaigns," said Tim Riesterer, chief strategy and marketing officer for Corporate Visions.

"Ironically, the survey revealed that the two largest disconnects are the two most important factors to achieving demand generation success: creating engaging content and developing messages that clearly address customer pain points. If salespeople and marketers are able to work together to implement these two strategies successfully into their campaigns, they will be able to motivate prospects and win more business."

About the data: Findings are from Corporate Visions' Q2 2012 Sales and Marketing Messaging Report, based on a poll of more than 440 B2B salespeople and marketers in the second quarter of 2012.

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  • by CReeves Fri Jun 29, 2012 via web

    I think it's interesting that the main point of this article is lack of content in marketing messages addressing customer's pain points. This brief blurb does the same thing - while it notes that most of us have difficulty creating content that our customers want it doesn't offer any solutions on how to fix this other than to try and sell us something. Isn't that what you are telling us we need to focus less on?

  • by CoreyH Tue Jul 3, 2012 via web

    It tells you what the most common fallacy is, and why its most commonly a problem. Make your communications more about the pain points of your recipients and you wills see an improvement. I bet there is a whole section on this site with such a focus.

    Besides this is a blog, and despite the fact they are essentially selling information and tools, making their blog their sales collateral, if you will, you can't give it all away for free...

  • by SB Thu Aug 2, 2012 via web

    @CReeves, I had to read the blog twice, as I was looking for the solution to fix the problem as well. ;)

  • by Bob Scheier Fri Aug 10, 2012 via web

    From someone who helps companies develop content for a living, some tips for developing more engaging, customer-focused content:

    1) Compare your content to that in industry publications YOU like to read and follow their best practices -- i.e., specific rather than general statements, summing up the bottom line for the reader high in the story, having the nerve to make provocative or controversial statements (with backup, of course.)

    2) Resolve internal conflicts around corporate or product messaging before getting an outside writer involved. You'll get better results faster if you give them one, simple message to deliver.

    3) Before publishing a piece, re-read the piece as if you were an outsider to your company or even industry. Would you care enough to read it? If not, fix it -- or drop it if it isn't worth doing.

    Yes, an outside writer can help with content creation if you lack the time or skills. But anyone can improve their marketing content by getting tough with themselves and asking: "If it wasn't my job, would I want to read what I'm writing?"

    Hope this helps!


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