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Marketing and sales teams need to create content that speaks in a consistent voice across all channels to create a frictionless customer experience.
BOULDER, CO, May 08, 2019 /24-7PressRelease/ -- Aberdeen, a research firm and intent-based sales and marketing solutions provider, supported by Kapost, recently released new research showing best-in-class B2B firms significantly benefit by executing on consistent, intentional content strategies supporting end-to-end customer experience (CX). Best-in-Class firms see 48% greater customer lifetime value (LTV) and nearly 300% greater year-over-year improvement in customer effort scores.
"The considered purchase process today is long and involves a large group of stakeholders. Only the right information can cut through the chaos. Marketing and sales teams need to create content that speaks in a consistent voice across all channels to create a frictionless customer experience," said Kapost CEO, Toby Murdock.
Aberdeen surveyed sales and marketing executives to determine the impact of optimizing content. The leading analyst who authored the report, Omer Minkara, defines content optimization as "coordinating a content strategy that enables seamlessly managing the end-to-end content lifecycle (planning, creation, distribution, management, and analytics) in alignment with the customer experience strategy." Firms that intentionally manage the end-to-end content lifecycle see higher annual and net-new revenue, shorter sales cycles, and greater revenue from customer referrals (see Figure 2).
This research also surveyed executives on the operational building blocks that set Best-in-Class performers apart from their average and laggard peers. The tactics they use to tailor content used across the customer journey while maintaining consistency of the customer experience include: creating cross-channel customer data records enriched with third-party data, AI-enabled content recommendations, and enabling customer-facing teams with templates for rapid personalization.
To access the full report, please visit: http://resources.kapost.com/Aberdeen-IQD.html
Aberdeen provides intent-based marketing and sales solutions that deliver performance improvements in advertising click-through rates and sales pipeline resulting in a measurable ROI. Our intent data is the largest scale, most accurate and highly targeted in the market. To benefit from the data, we don't force clients to buy more software; our products plug into clients' existing marketing and sales tech stack via data feeds, embedded analytics and apps. For clients seeking a full-service approach, we offer intent targeted advertising and cost per lead programs.
The Kapost content operations platform and services help enterprise customers plan, produce, distribute, and analyze better content—together. Organizations like IBM, GE, FedEx, Ciena, Salesforce, and Extreme Networks use Kapost to strategically create on-message and personalized content, streamline distribution across channels, and assess performance. Throughout the complete content lifecycle, Kapost unites revenue teams to speak in one voice across each customer journey.
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