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Measuring the Impact of Content Across the Buying Cycle

MEASURING THE IMPACT OF CONTENT ACROSS THE BUYING CYCLE Content is becoming a critical component in connecting with prospects and moving them along the buying cycle, yet there are still gaps in the process. For sales teams, the ability to deliver the right content to buyers at the right time is a significant competitive differentiator. 25% 23.9% Only 25% of marketers have Sales people spend 23.9% of their time developed buyer personas to improve on lead gen/research INTEREST content effectiveness 37% 35% 37% of organizations feel their content Only 35% of content marketers CONSIDERATION isn't engaging enough, while 31% citea lack of sales and marketing alignment as a problem are mapping content to buyer stages %24 14% PREFERENCE Only 14% of respondents said that their 42.3% 42.3% of marketers felt the greatest impact from an expanded library of content offers organization is effective at creating content that speaks directly to every phase of the buyer's journey, while 50% said their efforts in this area need improvement PURCHASE was supporting sales follow-up / sales enablement initiatives BUT HOW DO YOU KNOW WHAT CONTENT WORKS? VV 65% 50% 31% 25% Only 31% of respondents are using feedback from the sales 65% of respondents said their sales 50% of marketers 25% of marketers teams use less than half of the demand generation said they do not specifically look at the role content plan to measure and analyze impact of content in win/loss reviews plays in influencing customer purchase decisions team to measure content their marketing department produces the effectiveness of their content campaigns Sales playbooks have emerged as a way to ensure that sales teams deliver relevant content that addresses the needs of buyers at the right stage in the cycle, as well as measure and analyze the impact of content on winning deals. To learn how marketing and sales teams can tie the value of content to the company's bottom line, visit or call 800.272.0047. Qvidian THE BUSINESS OF WINNING SOURCES: Demand Gen Report Content Blueprint Survey CSO Insights 2013 Sales Performance Optimization Survey Corporate Visions' Q2 2012 Sales and Marketing Messaging Report

Measuring the Impact of Content Across the Buying Cycle

shared by Qvidian on Jun 16
Content Marketing Infographic: measuring the impact of content across the buying cycle. Is your sales team delivering the right content at the right time?




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