B2B content marketing hopes to deliver valuable content to customers at their own stage in a timely manner during their purchase journey. Such as brand and solution related content in the cognitive stage, industry cases in the consideration stage and user confidence building stage, in-depth service introduction in the purchase stage, etc.
These contents are carried in many forms, such as images, videos, web pages, white papers, industry reports, etc. They also need to be distributed through multiple channels to reach customers as much as possible.
The content management system (CMS) can help B2B marketers better operate this process, including content generation, management, release, and subsequent review. At the application level, content management can mainly play the following three roles:
a. Increase the number of clues through more extensive and reliable means of publicity
b. Friendly investment retention design and centralized clue management, quantifying content marketing effect
c. Reasonable content incubation stream design brings intuitive sales increase
In short, the content management system makes the content output of all marketing departments become digital, transparent and controllable. The performance output of content marketers is no longer a metaphysics, but a science supported by relevant data. Then let's share what marketing technologies the content management system mainly uses and how to make the content work better.
1. Web page analysis technology
Web page analysis technology, that is, the program language for collecting data is placed on specific websites, such as the company's official website, and then the marketing personnel will collect the corresponding data for web page analysis. For example, if a white paper is launched on the official website, this technology can be used to collect visitors' web browsing data for a period of time, such as the number of visitors, the number of downloads, conversion rate, website stay time, return visit rate and other indicators. These indicators can not only help marketers quantify the effect of content marketing, but also help them optimize the marketing process, break through the bottleneck of each marketing stage, and form a complete and effective link closed loop. For example, in the first stage, if the number of visitors is small but the conversion rate is high, external publicity channels can be added. The browsing volume is considerable but the conversion rate is low, which proves that the conversion copy or button settings need to be optimized.
2. Open integration technology
Marketing technology helps the marketing system get through various external systems, such as live broadcast platform, questionnaire platform, third-party database, etc. Taking the customer management system (CRM) as an example, the content management system has accumulated a lot of customer behavior data in the continuous interaction with customers, which can analyze the topics of concern and business pain points. After the connection with the customer management system, the customer files accumulated in the early stage will also enter the customer management system, so that sales can know customers' concerns and conditions in real time, Make adequate plan preparation.
3. Marketing automation technology
In the process of implementation of marketing automation technology, it can be understood as an effective and intelligent marketing capability. Help you manage and automate marketing tasks to find more potential customers and close deals efficiently. With the help of marketing automation, it can automatically send corresponding content to users at different stages in the whole life cycle from the original lead to the market recognition lead - sales recognition lead - business opportunity - customer user, capture customer feedback in real time, adjust the content direction according to their feedback, and promote the improvement of lead conversion rate. Through marketing automation, the whole team can spend more time on strategic layout and clue cultivation instead of wasting time on trivial work.
4. Predictive clue scoring technology
The clue scoring is a measure often used by the market and sales, which can give different scores according to the change of clue status. We can set high scores for key actions and set standard scores for interactive actions based on the score of content interaction points. The score of clues in each item usually ranges from 1 point to 100 points. The higher the score of clues, the more active the clues are in the process of interaction with the enterprise, giving more positive responses, which means the possibility of closing a deal. Its core goal is to set priorities for marketing and sales teams to invest resources to maximize the return on investment. Because as we all know, in the B2B business module, the company's main source of revenue only depends on some high-quality customers, and if the average allocation of resources to each potential customer lead, without an indicator to guide the market resource allocation and the direction of the sales team's efforts, the company is likely to waste a lot of resources on low quality leads, So as to lose the opportunity to deal with high-quality customers. Because the score is very good, the leads can be layered. For example, the sales team can take the initiative to contact the top 30% of the leads; 70% of the clues in the back can be incubated by combining content with marketing automation. According to different clue scores, different incubation strategies are formulated and different market resources are used to improve the conversion rate from Leads to MQL.
5. Cue attribution technology
In the marketing field, attribution refers to the identification of the contribution of different marketing channels (different contact points) to whether they can achieve the final expected transformation (or complete the corresponding goal) in a consumer's journey. The advantage of this is that we can find the value of different content channels and different content contacts, so as to allocate resources more efficiently and achieve the optimal conversion rate ROI. This means that the clue attribution technology enables marketing experts to link the market and sales data. Relevant data will be tracked and fed back from the initial interaction of marketing channels to purchase data. In short, marketers can rely on this technology to prove that each of their spending has brought corresponding revenue to the company, rather than unnecessary expenses. At the same time, marketers can also clearly know the revenue contribution of each paid advertising channel through the content management system and clue attribution connection, such as paid search, offline activities, online seminars, etc., so as to adjust the overall market channel investment structure and achieve the goal of achieving the optimal conversion rate ROI.
