pri is over. Infobesity is too. Today, B2B marketers have understood this well: what impacts performance is not spamming your prospects… But offering them quality resources, personalized according to their phase in the customer journey. The right content to the right prospect.
And if you’re thinking, “This kind of
organization is far from email data being the dolce vita…” , it’s because you don’t know about Content Mapping yet. This method of organization and mapping consists of classifying all your content in one stage in the funnel and type of prospect.Content Mapping consists of mapping all of your content on its theme, its target, and its positioning in the decision cycle. The goal of this classification is to group all of your resources in a single table.
Imagine a large library: this is your Content
Mapping. Inside, each of your resources is on a shelf, according to its type, the buyer persona or the phase of the funnel Discovery – Evaluation – Purchase – Loyalty).
This method of organizing and classifying resources is the foundation of an effective B2B content
strategy . It allows you to this part is the core of the ticketing process visualize your B2B company’s web resource assets… And to analyze those that perform (or not), to identify the targets or phases of the funnel that are over (or not) and to set up marketing automation scenarios for your lead nurturing (no choice!).
To understand and track the cmo email list impact of resources at each stage of the sales journey, we come to this: good organization is necessary. And this, even if our barometer reveals that the trend in B2B is “less, but better” (in terms of creation and distribution of web content): 73% of B2B marketers who have their inbound strategy and marketing automation software publish less than 5 contents in 3 months, or 1 to 2 blog articles per month.
