A recent survey of B2B CMOs by MarketingSherpa reports that 76% of CMOs say generating high-quality leads is their most pressing challenge. A related issue is the increasing number of people and buyer roles involved in complex purchase decisions. This has important implications for content marketers. Here are some of the key findings, showing the […]
Tagged as:
B2B,
buyer personas,
CMO,
content marketing,
content strategy,
messaging architectures
Revised on March 27, 2011
Most of the tactics based on SEM and SEO aim at capturing the attention of shoppers engaged in active discovery. Which is cool, if people already know your brand, are aware of your current offers, and generally understand your brand promise or core value proposition. (In this context we’re talking about the buyer’s activities during the earlier phases of the marketing funnel.)
But what do marketers do if people are unaware of or unfamiliar with your brand? Or if you’re confronting damaging misperceptions about your product’s positioning, core benefits, price-to-value equation, etc.? Search alone is not enough.
Tagged as:
buying process,
discovery,
messaging architectures,
search marketing,
storytelling
Revised on March 28, 2011
