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Each day, buyers can be exposed to hundreds of branded messages. From the latest technology offering to consulting services and networking opportunities, today’s decision-makers are drowning in a sea of banner ads, emails, white papers and blog posts — most of it irrelevant and useless. B2B buyers have so much content constantly thrown at them that they’re suffering from content overload.
Ever since my team attended Content Marketing World this fall, I’ve been thinking about the benefits of user-generated content (UGC). It was a hot topic during the conference that left me, and many others, thinking about how — in an age where buyers don’t trust our corporate messaging — B2B marketers can get even more value from the thoughts and ideas that come from our customers.
Your sales pipeline is in danger. Whether you know it or not, there’s something lurking in the shadows that threatens to bring the whole thing down — one lost deal at a time. It’s something your team can’t possibly face alone, no matter how much marketing, nurturing or social selling you hurl at it. Its name is F-E-A-R, and your customers are deep in the throes of it.
Everywhere we turn, it seems that automation, software and “over-metricizing” are suffocating our profession. In the endless quest for leads and conversions, we’ve relegated ourselves to growth hacking, A/B testing, email nurturing and other robotic tactics, while measuring our success against a long list of metrics we can’t possibly keep up with.