The subject of Content Marketing is getting a lot of discussion - and for good reason.  The messages companies send out to the marketplace take a lot of time and expense and few are realizing acceptable returns.  A recent study shows that most marketing messages are void of relevant content.  Many messages still have content about products and services the company offers rather than having content that helps their prospects or customers make informed decisions.  The problem of poor messaging will only get worse as we all get busier and as marketing channels allow the recipient to “self-select” what they are interested in. It’s more critical than ever to create relevant content that is appropriate at various stages of either the customers buying cycle or their life-cycle.  Scott Maxwell, Senior Director or OpenView Venture Partners recently was quoted by B2B magazine:  “I think it is the single most important thing as a marketer that you can do - develop relevant, valuable content for your target segment(s).”

This is even more critical in the context of lead management and customer nurturing programs, which are becoming more sought after as viable methods to increase the productivity of customer acquisition and retention.  The message sequences within these programs must model the customers buying cycle and reflect content that is appropriate at each stage.  This is not easy, but, it is critical - and there’s help.   I recently came upon the Content Marketing Institute (CMI).  It is a relatively new resource that is designed to help companies develop compelling, relevant content.  If you have not yet visited this site, you’ll find it quite interesting. As a company that focuses on Demand Generation processes, we know first hand the difficulty our customers have with developing good marketing messages.  Fortunately, there are resources coming to market that offer help.  CMI is just one.  I’d be very interested in other resources that are available.

Over the last few years, technology has brought us new tools to use for improving sales & marketing activities.  One in particular is Marketing Automation (MA for short).  MA helps companies implement repeatable processes associated with nurturing leads of prospective and existing customers.   This new technology has given birth to a new process termed  “Demand Generation”.  A recent white paper I read defined Demand Generation as:  ‘The process of creating and nurturing interest (generating demand) in the products and services that your company offers”.  A simple Google search for the term Demand Generation yields over 25 million hits!  I’d say this is getting some press.  What’s intriguing is how radical technology has changed the way people behave.  The online world has nearly removed the sales person from much of the sales cycle - information that was obtained in the past can be found online in excess.  This reality is forcing businesses to relook at their business development processes and the role of their sales people.  Best in Class companies have adapted Demand Generation as a key part of their go-to-market strategy.  The are using interactive websites, content specific landing pages, auto-responders, social media, sophisticated databases and educational content to attract, nurture and stay in front of prospects and customers.  Marketing is no longer an outbound activity (sending stuff out - email, direct mail, advertising, etc.), it is moving to an inbound model (people searching for information and finding resources).  In order to manage interest and the flow of information efficiently, a company will need to have consistent, repeatable processes.  The challenge with implementing demand generation processes is creating the infrastructure, work flow and content.  New tools, skills and resources will be needed.

How is your company adapting to the “new buyer” paradigm?  What changes are you making to ensure you gain the most from your opportunities?  I’ve developed an audit to help companies determine how well they are using their sales & marketing resources.  You can access this audit by following this link.  I’d love to hear your thoughts.

Interactive marketing is gaining awareness, slowly, but surely.  Recently I had the pleasure to be interviewed on Mind Your Business Radio Talk show in a Q&A session on interactive marketing.  If your interested in the subject and have a few minutes, I encourage you to give it a listen.  Also, spread the word.  Interactive marketing is a tremendous new strategy for marketers and businesses to not only capture and convert more customers, but, to nurture existing customers.  There’s excellent value to any sales organization, especially those involved in more complex sales.

Enjoy the interview….

NOTE: This interview is a large file and may take 20 to 30 seconds to load.  Please let me know what you think!