If there's one thing that 2021 has made evident to the B2B marketer, it's that today's B2B buyers are leveraging a digital-first approach. Their tactics now involve covert research done on their own time and in their preferred digital channels. They are also experiencing a more complex buying journey, increasing touchpoints and larger buying committees. To compound this even further, recent research by Integrate and Heinz Marketing found that current team structures, processes and technology do not effectively support today's marketing team goals.
With a strong strategy and trusted and proven third-party publisher execution, content syndication allows marketers to pull the greatest amount of their addressable market into their orbit - all with the precise guardrails of who might be a good fit. Below are four steps to make your content syndication strategies more effective, streamlined and scalable:
- Block bad lead data: Data is the biggest barrier B2B Marketers have when trying to connect with their buyers. Many marketers still struggle to capture, update and maintain clean data, thus putting their relationships with sales and leadership at risk. The challenges of executing high-volume lead gen campaigns while not having a system to process and reject bad leads result in manual work from marketing ops, delays in lead delivery to sales, and poor lead quality. Institute data and prioritization efforts to keep data clean and actionable. Prioritize sales enablement and buy-in, leverage tools that reject bad leads to protect and optimize spending, and focus on balancing early funnel leads with sales.
- Target with precision: Good data quality and confidence go hand in hand with targeting buyers with precision. In today's buyer-driven, precision demand marketing world, B2B marketers need to get even more precise in their targeting by honing in on their ideal customer profile or persona-based marketing. Look for tools that allow you to precisely target your ICP while ensuring you only pay for the leads that make sense for your content syndication campaigns. Use buyer and intent signals to your advantage. Get to truly know and understand your customers - and their pain points - so you can create targeted buyer experiences.
- Centralize and connect sources: Many marketers can relate to managing campaigns across many sources, channels, and publishers, but few know that there's a better way. B2B marketers need to break down campaign silos and stop manually managing an increasing number of disconnected channels. Focus on a multichannel view of exactly where and when prospects are engaging and then determine which sources work best. Connect those channels to work together to deliver high-quality customer experiences that drive revenue. To gain true visibility into performance, we must centralize demand performance, compare results, and optimize spend.
- Orchestrate omnichannel experiences: Finally, B2B marketers need to orchestrate the buyer's journey by guiding prospects and building meaningful connections with them to generate high-quality leads that will convert. Go beyond ABM to activate and nurture across channels to boost buyer confidence and accelerate purchasing decisions. Leverage intent data and signals to target accounts that meet the ICP, then capitalize on those accounts in the market. This account activity drives the deeper persona work at the demand unit or buying committee level.