Content creation is hugely important in B2B. Given the current context, all the more now than ever before. Would you agree?
A common challenge for marketers in the B2B world is to have the ability to create dynamic content. Content that resonates with the audience. Content that shows you understand them. Content that acknowledges audience’s priorities and pains. Content that speaks at an individual level with each one of your audience. Be it in any form, content will remain as king for any marketing campaign.
What next?
Hint: Knowledge and understanding!
About your target accounts. About the industry they’re part of. Anything that will get to know them better. And that comes from data. Not necessarily string of numbers and charts. But insight that is drawn from data to leverage for marketing efforts. Data has become an absolute essential to B2B marketers. To help in defining target audience along with attracting higher quality leads, companies spend a large chunk of their budget on data collection.
Companies use actionable insights meaning critical data or information about target accounts to run any existing marketing efforts. Actionable insights also known as insight reports are considered as high-value asset to support sales and marketing campaigns.
Insight reports are documents comprising value proposition, strategies, challenges, priorities, or any crucial information that can be leveraged for targeted B2B campaigns mainly ABM campaigns.
Insight reports act as an armor for targeted marketing campaigns. Buyers’ needs uncovered ahead of campaign execution can refine messaging and value proposition. Insight reports depending upon client’s priorities and objectives could be off the shelf or bespoke.
What value do insight reports deliver for marketing campaigns?
According to Gartner, “The typical buying group for a complex B2B solution involves six to ten decision-makers‚ each armed with four or five pieces of information they’ve gathered independently and must de-conflict with the group”.
- Enable sales and marketing by providing information on every aspect of the buyer’s journey and offer ways to improve messaging strategy
- Saving time and resources to efficiently articulate customer challenges along with developing an insight-led value proposition
- Marketers who have access to insight reports are more confident and able to drive better conversations
- Helps in identifying new segments and executing marketing strategy
Investing in insight reports is always a wise investment. There’s no doubt about the benefits deep, actionable insight drive for targeted marketing programs. Incorporating insight reports in marketing campaigns is becoming receptive towards customer-centric approach. Since, insight reports require investment, companies should design and promote solutions that aligns with their target audience.
Business Brainz has been closely working with a global tech company specializing in unified communications to sell into 50 enterprise accounts. We have been delivering bespoke insights on each account addressing business priorities, key challenges, IT strategy with a focus on previously unrevealed insight around cloud and technology transformation. These reports have proven to deliver nuanced expertise by providing customization at scale. Hence, justifying the potential ROI with regards to investment.