Insights-driven sales and marketing systems are becoming a key differentiator for organisations, as marketers face up to the reality that their current approach may be hindering rather than helping their sales teams.
Prospective customers are facing a deluge of information that is working against both marketing and sales teams, with a reported 18% decrease in purchasing ease for buyers (TCA, 2021). With so much content produced by marketing teams and consumed by prospective buyers, those who can sift through the data on how theirs is performing and gain actionable insights will reap the rewards.
Only 31% of marketers consider themselves “extremely” or “very” successful with content, with no increase in the past 3 years (CMI, 2021). Understanding which materials are being utilised and resonating with audiences will be vital to creating the marketing content of the future. Those who can get real time visibility and insights into how their materials are being used will be a step ahead of their peers, both in terms of their content performance and the positive impact this has on their revenue.
Only 40% of businesses are future fit (Forrester, 2022), outperforming their peers by 2.8 times (Forrester, 2022). How can you ensure your content management is future fit in 2022?