In recent years, B2B marketers have redefined the customer lifecycle as an ongoing journey, replacing the funnel with a model that better illustrates the importance of drip marketing. The concept of drip marketing as a lead nurturing technique is not new, but what it looks like in the modern B2B space has evolved.
Marketers—B2B marketers in particular—spend countless hours and dollars nurturing leads through the sales cycle, only to have the bulk of them die on the vine. Extensive databases and marketing automation platforms cost millions, yet our conversations with marketers show that between 75-90% of the contacts in marketing automation platforms consistently are dormant, usually resulting in one-off interactions that never go anywhere.
What if those millions could be saved without risking leads by shifting your focus from simple drip marketing to content consumption monitoring?
Defining Content Consumption Monitoring
Content consumption monitoring is the practice of keeping an eye on what your opted-in database clients are consuming online, such as articles they're reading, white papers they're downloading, and webinars and even conferences they're attending.
The nature of B2B means that consumer journeys can be lengthy. However, the content consumed during that time can provide B2B marketers with the additional insight needed to be more efficient and effective with their targeting efforts.
Identifying when consumers are interested and contacting them at that specific point in their journey not only can save B2B marketers' time and money, doing so also can be a more effective way to drive conversions and be responsive to the clients' needs. It makes for a better user experience, which can strengthen your brand in the consumers' eyes.
That tactic is particularly effective in the B2B space. B2B customers are always "in the market" for a product because of their positions, so targeting based on interest alone is inefficient. However, layering intent data on top of existing lead profiles can tell B2B marketers the appropriate and most effective time to engage with clients. That approach employs the skill of active listening, which is so important in all communications.