SYS-CON MEDIA Authors: Zakia Bouachraoui, Liz McMillan, Carmen Gonzalez, Roger Strukhoff, David Linthicum

Blog Feed Post

The B2B Funnel is Now a Sieve

Leaky_bucket

The buying process has gotten messy for B2B marketers. This easy access to information means that engagement one second can turn into disinterest in the next. Every new channel puts a hole in your funnel. (Although I've never liked the funnel construct, it's appropriate for making the point.)

Marketers who don't integrate new channels into their content marketing strategy will find they have a very leaky funnel. I'm not talking about using them, I'm talking about considering how they all work together.

If you want to plug the holes, it's time to consider:

Consistency of Story

Given that only 32% of enterprise B2B marketers consider their content marketing effective, they need to pay attention to what they're doing with the 17 tactics they use, on average. Forty-one percent are creating more content than they did last year but the question remains as to what it is and why they're creating it?

Many of them don't have a documented plan which leaves me to wonder how they manage it all. But I'd wager that this is an indication of why consistency across channels is lacking. If you're relying on memory or hoping that everyone is publishing to the idea of the plan, good luck.

The problem I see is that in lieu of a strategy, marketers use different channels for different things. One example I've seen a lot is a really well done blog and a Facebook page that's about the company's favorite sports team and silly contests. If you're a buyer and you encounter a really thought-provoking blog post and then click through to the silly Facebook page, what are you left thinking?

The other is a conflict of personas. You may have a blog focused on IT professionals and a LinkedIn Group for line of business. But somehow there are cross links that make no sense but were done for SEO purposes. I've seen horrendous crimes done to content in the name of SEO. This can also happen with hyperlinks on phrases that link to product pages on the website with no context. Who do you think you're fooling? I just read a buyer research study that found buyers are hesitant to click on links when they don't know where they'll go. Why do you think this is?

Marketers need to think about the impression made by all the channels in use where prospects and customers may encounter their company. What will the overall impression be if they run into your company on the channels you publish in most? When's the last time you looked at it from the outside, from this perspective?

Depth of Relevance

I was reviewing content for a potential project the other day. The content was solid, focused on industry trends that mattered to their prospects, but it felt off. It took me a bit to put my finger on it, but I finally figured it out. The company had taken the idea of journalism to an extreme. They were trying to be so unbiased that their content was dry, it was like straight reporting and it was stiff because they weren't actually taking a stand or speaking directly to anyone.

The company is actually really interesting and has SMEs galore that are willing to contribute content. But they don't know how to talk to their prospects with any tone, voice or personality. If you stripped away the company brand, the reader would think the content was provided by an association or news publisher. And that's not the lasting impression you want to leave.

To get to depth of relevance you not only need to know your buyers intimately, but your brand's personality. Instead of brand guidelines, why not create a brand persona that can help your company become more relevant in information, as well as in style?

Formats Don't Matter More than Information

One of the first things I hear in a lot of content conversations is about the type of content the marketing team wants to create. We need a white paper or an eBook or an infographic, etc. This is the wrong place to start.

Start with the idea. What topic and for whom? What will they get from it? What do you want to accomplish? How will it work within your storyline?

These are the questions to answer. Then you can define a suite of content to develop around the idea complete with a distribution plan and how you'll connect the dots across channels. Remember that the expectations in channels also vary. Instead of one content asset, start thinking in terms of content hubs.

If you don't want to lose your audience, you need to move format to the end of the list. It's not the most important element. The information is.

Social Does Not Mean Broadcast

I think we've forgotten how to actually "be" social. There's a big difference between broadcasting and engaging. The lazy way out is to post title and link...repeatedly. Or to post title and link when channels including LinkedIn, Facebook and Google+ allow you to add much more narrative. Yet, we tend to treat every social channel with the brevity required by Twitter. Why?

What a missed opportunity. Although this would also mean we'd need to think about how to be meaningful - and who has time for that?

The Point

The point is that marketers are putting a lot of investment into channels they don't own, but they're not applying the effort to make them pay off. Buyers have a choice. It's often represented by the back button and then the ignore trigger that has them scan right past your post. Once they start avoiding you, will you be able to win them back? If their experience with your brand across channels is reminiscent of Dr. Jekyll and Mr. Hyde, you've got work to do.

The best approach is to think of everything you publish as a form of Natural Nurturing. I wrote about it in my book, eMarketing Strategies for the Complex Sale, in 2009. This is not a new concept. Every time your content comes into contact with your audience you have an opportunity. Squander it and your funnel becomes a sieve.

 

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

Latest Stories
Moroccanoil®, the global leader in oil-infused beauty, is thrilled to announce the NEW Moroccanoil Color Depositing Masks, a collection of dual-benefit hair masks that deposit pure pigments while providing the treatment benefits of a deep conditioning mask. The collection consists of seven curated shades for commitment-free, beautifully-colored hair that looks and feels healthy.
The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today. According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purcha...
The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today. According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purcha...
We all love the many benefits of natural plant oils, used as a deap treatment before shampooing, at home or at the beach, but is there an all-in-one solution for everyday intensive nutrition and modern styling?I am passionate about the benefits of natural extracts with tried-and-tested results, which I have used to develop my own brand (lemon for its acid ph, wheat germ for its fortifying action…). I wanted a product which combined caring and styling effects, and which could be used after shampo...
Steaz, the nation's top-selling organic and fair trade green-tea-based beverage company, announces its 2017 "Mind. Body. Soul." tour, which will bring authentic experiences inspired by the brand's signature Mind. Body. Soul. tagline to life across the country. The tour will inform, educate, inspire and entertain through events, digital activations and partner-curated experiences developed to support the three pillars of complete health and wellness.
The precious oil is extracted from the seeds of prickly pear cactus plant. After taking out the seeds from the fruits, they are adequately dried and then cold pressed to obtain the oil. Indeed, the prickly seed oil is quite expensive. Well, that is understandable when you consider the fact that the seeds are really tiny and each seed contain only about 5% of oil in it at most, plus the seeds are usually handpicked from the fruits. This means it will take tons of these seeds to produce just one b...
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
Platform9, the leader in SaaS-managed hybrid cloud, has announced it will present five sessions at four upcoming industry conferences in June: BCS in London, DevOpsCon in Berlin, HPE Discover and Cloud Computing Expo 2019.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...