A major driver for content marketing is the emergence of marketing automation software for more effective lead generation. This is in response to the new challenges of selling to on-demand, stealth buyers. This technology enables marketers to capture, manage and measure interactions with online buyers.
Capture: Marketing automation enables organizations to capture buyer interactions and “behaviors” as they engage content. “Digital body language” is the principle of using content to identify buyer roles, interests, stages of consideration and more. This provides important data to feed analytics for data driven marketing decisions.
Manage: By automating interactions and responses based upon these learnings, relevant content is automatically sent to buyers triggered by these interactions.
Measure: The holy grail for marketers is the ability to measure and demonstrate the efficacy of programs. This information helps optimize specific tactics.
Without the instant availability of quality, relevant, buyer-centric content, in formats buyers prefer, lead generation results suffer. This lowers the effectiveness of lead generation strategy and the value of the supporting technology.
Avitage content operations management services helps demand management teams optimize lead generation and nurturing outcomes. We help organizations set up and manage leveraged content operations. Better operations practices deliver a constant stream of quality, buyer relevant content available that supports all primary nurturing scenarios.