Only then will content marketers be able to validate the program’s. Ability to increase the number of qualified leads and achieve. The company’s broader marketing objectives. LENOX: Demand-driven strategy drives qualified leads In early 2014. The LENOX marketing team began a strategic effort to launch a buyer-centric content marketing strategy. As one of the world’s largest providers of industrial saw blades. LENOX was well-known and entrenched in its markets. And the company’s leadership knew France Mobile Number well that its target base was changing the way it consumed relevant content. The change process began with in-depth customer and industry research. To identify the personas, pain points.

They Are in Their France Mobile Number Buying

And triggers needed to understand the buyers’ consumption patterns and purchase path. Research showed a serious gap in content designed to nurture potential buyers who weren’t yet ready to France Mobile Number convert into qualified leads, and as a result, too many marketing messages were falling on deaf ears. To reach buyers regardless of where they were in the buying process, LENOX created the Industrial Metal Cutting Resource Center. Then Each section within the center focuses on a stage of the buying process – engagement, France Mobile Number nurture, or conversion. Depending on what kind of content the prospects access, LENOX can identify where they are in their buying journey. lenox-website An ongoing flow of blogs, SEO, PPC, email communications, white papers, and other forms of content generate leads.

The Sales Pipeline France Mobile Number Significantly

France phone number
France phone number

But That are given a weighted score. Then The feedback gives the marketing team what it needs to continue to optimize content. Tactics that lead to better. Results are augmentedhose France Mobile Numbers with lesser impact are minimized or eliminated altogether. Within months, the program began to deliver measurable results. By the end of 2014, LENOX marketing had increased its contribution to the sales pipeline significantly, and by early 2015 the program was consistently converting 11% of engaged leads into qualified leads – up from single digits in pre-program results. At LENOX, the strategy is to accelerate results, not content.Let me France Mobile Number know in the comments or connect with me on Twitter: michelelinn. Want to expand your content strategy skills? Subscribe to Content Strategy for Marketers, our weekly email newsletter for forward-thinking marketers.

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