Measuring the Impact of Content on B2B Sales

There needs to be a synergetic relationship between marketing and sales in order for your B2B to thrive. In companies where the two departments have a fractured relationship, this could impede progress and harm the lead generation and sales processes. If the two departments work well together, it makes the success of the whole company possible.

One of the greatest ways that marketing can assist the sales process is through the content they create. Sure, a content marketing strategy can have multiple goals, but assisting sales should be at the forefront. So, what is content’s impact on B2B sales? Here’s a look at some of the ways content can help and how its impact can be measured.

Determine Lead Quality

Leads are typically classified as cold, warm, and hot. Typically, when marketing aligns its efforts with the sales cycle, leads typically come in on the warmer side. The goal would be for sales and marketing to work so well together that this will elevate the quality of marketing’s leads. This can be done especially through the content.

It may be difficult to tell at first how high quality the leads are. This information can be better assessed as more information comes in about how many of the leads are converting or now. However, even without this data, you can often tell how warm or cold a lead is based on the questions they are asking. Knowing how warm the leads are that marketing brings in can go a long way in helping the team adjust its content schedule

Gather Data on Conversion Rates

In order to help both marketing and sales make better decisions about the content, accurate conversion information needs to be assessed. Otherwise, how can you tell if a lead is cold, warm, or hot? You need this conversion data in order to determine lead quality. Sure, you can determine lead quality without data like this, but you would be relying on “gut” unless you have accurate information.

This is one of the areas where the relationship between sales and marketing often fails. Marketing can perceive their leads as warm or even hot, but without conversion data, it’s hard to know for sure. The better the relationship between the two departments is, the easier it will be to get this data.

Communicate to Enhance Content 

Some of the help that marketing can give the sales department is a bit more intangible. Marketing can get feedback from sales about what prospects are telling them in various stages of the sales cycle. For example, if sales teams are encountering common objections, giving this information to marketing, as well as solutions to these objections, then marketing can craft content around it.

This is the magic of communication. It can help boost the content in an effort to help it better connect with the audience. Once the content is written. the typical metrics can be measured such as traffic, engagements, and more.

As you can see, sales and marketing need to communicate in order to better enhance the sales process. If the two departments don’t communicate, it will be difficult to measure success or make the necessary adjustments.

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