Robin Whiting put a good blog post together based upon a webcast by Matt Papertsian and Jen Horton of SiriusDecisions’ Demand Creation Strategies. Their focus was on the SiriusDecisions’ Web Conversion Optimization (WCO) Framework for leveraging Web properties to drive demand, including obstacles that need to be overcome to achieve WCO. One obstacle she mentioned regarding driving digital demand is the “Lack of Alignment with Buyer Needs and Preferences”. In particular,
To attract buyers, populate the digital environment with content that tells a compelling story, tailoring the message to address the buyer’s pain points, as well as his or her position in the buyer’s journey.”
No doubt this will require bringing together the information in our marketing automation platforms, web site content, and additional insight from newer technologies(e.g., insightera, DemandBase) to best target our audience with relevant content. It will be interesting to see how the insightera and Marketo integration will impact this process.
Read original article at Welcome to the new SiriusDecisions.com…