Earlier this week I was re-reading a study by the Lenskold Group that details how marketing automation, marketing ROI metrics and various other key marketing practices, effect an organization’s ability to generate quality leads. There have been an array of resources published in the past six months that stress the imperative relationship between integrated marketing strategies and lead generation. Yet, something stood out to me about this study– possibly the thoroughness of the research (they spoke with 373 B2B lead generation marketers) or the aesthetically pleasing and comprehendible graphics.
One of the biggest take-a-ways from the study showed up just past the mid-way mark in Figures 19 and 20.
Figure 19, Satisfaction with Business Effectiveness from Automation, details that 87% of respondents were less than very satisfied with the level of effectiveness from their marketing automation. When asked why participants were not very satisfied (Figure 20), the main reason was lack of content. Other reasons included lack of strategy, lack of alignment with the sales team, lack of reliable measurements, and more.
These results really drive home a topic the Marketeer Staff and Kapost Team have been writing and talking about all year. Content marketing and marketing automation go hand in hand– Content fuels your marketing automation engine. Like Kapost CEO, Toby Murdock says, the question of why an organization should practice content marketing is close to non-existent. The real question is how.
If you and your team are still pondering the how, fear not! Kapost’s CEO, Toby Murdock and Marketo’s Social Media Manager, Jason Miller, are teaming up to answer how by showing you How to Build and Operate your Content Marketing Machine. The webinar is taking place Tuesday, October 16th at 1pm EST/10am PST. Expect a step-by-step guide of how to do content marketing, including, but not limited to:
- Developing and refining your own content plan
- Generating content that engages
- Getting your content produced, published, and distributed
- Converting content visitors and nurture them as leads
- Analyzing your content operation
Please join me on the web waves to soak up Toby and Jason’s content marketing wisdom in hopes of greasing our own content marketing machines! You can register below.