INSIGHTS FROM OUR WORK
In this Part II follow-on, the focus is on correctives in the form of concrete approaches to making these marketing activities truly customer-centric and drawing upon examples from our work across multiple industries and company types.
We see that organizations who use these approaches are creating and delivering content in new ways, ensuring more relevant outcomes, generating more meaningful interaction, and expanding sales with their targeted customers.
We recently asked a group of enterprise B2B CMOs a simple question:
How do you rate the effectiveness of your content marketing efforts in securing business for your company?
What we heard surprised us – and the group. More than a third rated their investments as neither effective nor ineffective on this critical count.