Posted February 19th, 2014
Oracle Eloqua just published new research pertaining to B2B content marketing. One key finding revolves around the need to customize content marketing to different stages of the buyer journey and measure the results. According to the research, few B2B marketers currently excel, or are even performing sufficiently well, in these areas. The research suggests that marketers understand the need to improve their performance, however, and are working hard to do so.
The study further validates a trend that we’ve seen for many years and have also written about extensively in books (e.g., Precision Marketing: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers) and articles: that marketers are leveraging technology with increasing effectiveness to deliver more targeted marketing content. According to the research, approximately 6 in 10 respondents are currently delivering content based on behavioral patterns. Of course, no behavioral pattern is easier to detect than when people search on particular keywords that speak to their desire to research – and, ultimately, make – a specific purchase decision. Serving up relevant content assets based on that search criteria is the basis for any inbound marketing strategy, and it is how Smart Decision Guides “get found” by the right decision makers.