Are your marketing efforts falling short despite increased spending? Consider this:
- The cost of a B2B lead has surged from $50-$60 to $90-$100 in the last decade.
- It now takes nearly 11 touches to convert a buyer for a discovery call.
The missing link in most demand generation strategies? Personalization.
Most content on our websites or our buyer journeys is not personalized to align with individual buyer goals, roles, and market segments.
Every purchase is personal. To boost demand gen, avoid these common content pitfalls:
Non-Personalized Website:
Is your website a generic gateway? A recent Salesforce study revealed that 77% of B2B buyers expect the same personalization as B2C websites. Ask yourself: “Can my buyers see themselves on my website in just one click?” Ensure your pages showcase key goals, buyer roles, and market sectors.
Generic Content Journeys:
Research indicates buyers complete 70%-80% of their journey before talking to a sales rep.
Ask yourself: “Does my content tell a personalized story of value?” Tailor your content journeys to cater to organizational goals, role objectives, and alignment with segment peers.
- Top of the Funnel (TOFU): Engage buyers with blogs, infographics, testimonials, and videos.
- Middle of the Funnel (MOFU): Provide self-solutioning resources like checklists, diagnostics, guides, and customer stories.
- Bottom of the Funnel (BOFU): Encourage conversion with white papers, eBooks, and case studies showcasing expertise and social proof.
Without a complete content journey for each personalization category, brace for disruptions in your buyer journey. Expect fewer Marketing Qualified Leads (MQLs) converting to Sales Qualified Leads (SQLs) and stalled progress after the initial sales call.
