Where sales cycles are long and buying decisions involve committees, the role of content is being fundamentally reshaped by generative AI. “Content is King” is no longer about volume; it’s about Strategic Insight Content—unique, deep, human-centric content that builds trust and differentiates your brand.
In today’s competitive landscape, content marketing has emerged as a crucial strategy for businesses selling complex products and services. By providing valuable information and insights at various stages of the buyer’s journey, content can significantly enhance your marketing and sales efforts, driving revenue growth and building customer loyalty.
Account-Based Marketing (ABM) is a strategic approach that aligns marketing and sales teams to target specific high-value accounts and drive revenue growth. By orchestrating coordinated campaigns across multiple channels, ABM enables businesses to build stronger relationships, increase customer engagement, and improve sales efficiency.
The focus for Revenue Operations is aligning and optimizing revenue-generating functions to achieve business objectives. This strategic function helps align and optimize the activities of sales, marketing, and customer success teams to drive revenue growth.
Inbound Conference is underway in Boston with record attendance. We have been fortunate to work with HubSpot and Inbound Marketing strategies for 10 years and we remain committed to Inbound as core element of an effective marketing and sales strategy. Yet, we also see that Inbound is under increasing pressure as more and more firms adopt the strategy and crowd the airwaves with “attractor” content. In 2009, when we published a blog post, we could often rank on the first page of a google search results the very next day – now it is far more difficult to get results. What can we do about it?
We believe that businesses need a more enduring and well-constructed approach to capture customer value. They need a revenue architecture that delivers world-class buyer engagement. Buyer Engagement is the universal approach to delivering the right experiences and messages at the right time to the right buyers. Buyer Engagement is about building meaningful relationships with buyers – with an equitable exchange of value – that translates into predictable and sustainable revenue growth. Buyer Engagement happens across the organization and across Marketing and Sales.
Revenue only comes from one place – the customer. Too often, companies don’t fully consider the complete revenue picture when pursuing their revenue growth agenda. This post reinforces the importance of taking an end-to-end customer lifecycle and full-funnel perspective to create and optimize a comprehensive revenue architecture.
It’s crucial to buyer advancement and conversion to seed content in logical, sequential parts of your buyers’ UX (user/visitor experience) by using your various digital assets/properties.
A typical priority in revenue growth transformation and Revenue Architecture design is getting to the next level of Demand Generation and Buyer Engagement effectiveness. Quite often, companies come to us with what they perceive as a “marketing execution” issue. When we dig a little deeper, it is often clear that while there can always be improvements in the mechanics of marketing execution, the core issues revolve around three key questions. If you are looking to improve lead generation and lead nurture, you may want to focus on the core principles of buyer engagement.
“It’s not about us – it’s about them.” This means understanding where our prospects are in their buyer journey and communicating with them in a human way.
For some of our most strategic accounts over the years, we always took the time to develop a robust account plan. One of the fun and rewarding features of these account plans was the “wine glass” analysis.