One of the most common expressions we hear from B2B marketers: “But I don’t know where to start when it comes to marketing automation!” We know. One of the key highlights from the 2016 B2B marketing automation report was the top two challenges marketers face.
Namely, the fact that 55% of you have limited knowledge, particularly when it comes to skills for setting up rules, lead scoring and email sequences. Teamed with the 43% of you who said they struggled to develop a strategy for marketing automation, we know that you need a clear plan with goals.
We’re going to give them to you.
First, you need to answer a couple of questions.
- If you’re in marketing, are you responsible for the creation of content in your campaigns?
- Have you, at any point in your career, been a copywriter?
Now the majority of marketers we speak to will say yes to the first question. Only a very small percentage will say yes to the second question. Yet, as our Head of New Business Marketing will tell you, content forms the centre of most marketing strategies. From lead generation to lead nurturing, you need a lot of supporting content.
There are four key steps she always promotes, both within our own marketing and to our clients. Use these as baby steps to creating your own strategy.
- Review your personas
- Create a content structure that matches your funnel
- Put your content into lead nurture streams
- Create a content treasure box complete with all content streams!
We all know content is King. But unless you use a successful content strategy as your Queen, you’ll never win the game of chess that is B2B marketing. So make sure, before you start anything with marketing automation on a large scale, that you have the content in place to make sure your leads are going to react positively with your marketing.