1. Think Like a Publisher

    Marketing automation for lead nurturing raises the stakes and the complexity of the content creation process. To feast this voracious beast, we recommend you think like a publisher. Why? Buyers want to view relevant content based upon their: role, specific needs or issues, stage of the buying process, industry, alternatives, and information purpose (attention, general education, customer stories, vendor point-of-view, vendor capabilities, proof points, technical explanation and more.) To create physical documents to respond to this requirement would require hundreds, perhaps a thousand documents (4 variables for 5 factors is 4 to the 5th power). Daunting, if even possible. Business publishers need content to be available immediately when buyers, or their sales staff, require it. But budgets are tight and quality standards must be preserved. Volume and the ability to tailor content — perhaps even personalize it — really ups the ante. Business publishers need to shift their thinking from...

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