Make Content Syndication the Core of Your 2H Demand Generation Plan
July 14, 2020
As a marketing leader, you’re expected to come up with a fail-proof plan for allocating your budget for the remainder of this year, and the pressure to drive ROI is continuing to grow. Bigger goals with less budget and resources are “the new norm” for B2B marketing orgs leading into 2020. It’s important to think big picture, not making sacrifices to your long-term strategy for short term monetization goals. The secret sauce is in engaging those in your target persona who have a need/challenge/problem that your solution will solve for. By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Enter content syndication—like novocaine, give it time and it always works. Here’s why it should be the foundation of your 2H:
1. Inbound lead generation challenges are on the rise:
On average, inbound lead traffic to B2B technology companies’ websites has declined by more than 40% since 2010. The number of vendors in almost every technology category is expanding exponentially, but search traffic isn’t growing at the same clip. This trend is currently being compounded by Covid-19, leaving marketing organizations scrambling to cover the gap. With demand far outpacing supply, paid media pricing is quickly on the rise, and budgets are only getting tighter and more scrutinized. Content syndication provides a cost-effective method to building your internal opt-in marketing database. By consistently building internally, your team becomes less reliant on expensive and inconsistent inbound web traffic, allowing for more predictable results long term (and significant cost savings).
- Events have gone digital: Over the past 30 days, generating registrants and attendees for live events and webinars has been brought up on over 40% of DemandScience client calls. COVID has left a massive gap in the demand generation planning that used to be filled by in person events. Marketing teams, now scrambling to fill that gap have turned to digital event production and promotion. This transition has taxed internal marketable data sets significantly, caused diminishing returns (and lots of empty seats). Content syndication is the fuel that can keep your events rolling for the next 3-6-12 months. By investing in your marketable database now (and continuing this investment), you are setting your team up for success long term.
- A…..B…..M: Its not just about engagements anymore. Your executive team is looking to win business from a specific group of target accounts. Trying to attract traffic to your site is hard enough in the first place, now your being expected to generate leads from a specific group of accounts. (Tough crowd). Content syndication is designed to push your content out in front of your target audience to drive engagement. Campaigns can be laser focused down to your target buyer persona in all of your target accounts (or you can leverage intent to help build an ABM list). Content syndication checks a lot of boxes in your ABM strategy!
If you can utilize content syndication to showcase your organization’s personality and value proposition, your prospects will pick up on your human-centric approach and appreciate you and your content for it. Especially while we’re all lacking the typical peer interaction we’re accustomed to. Content syndication can take some of the pressure off of your shoulders as a marketer and put your energy where it’s most cost effective.
The vendors who can help their prospects identify and solve their problems the best, while continuing to cost effectively build out their opt-in marketable database will win bog in 2H 2020. Target, engage, and influence the right B2B buyers with PureSyndication.