performs, including what brings prospects to the final hurdle before a purchase and which channels work best. But the team didn't go from raw mqls to meaningful metrics without doing some serious strategy work. Before they could create content, they needed to know their audience. Before creating #content, you need to know your audience, says @kiramondrus. #cmworld click to tweet hand-chosen related content: how to prove your content is generating revenue learn about real customers kira works closely with sales management.
This relationship made it easy to begin the journey to deep customer insight simply by interviewing the top performers on the sales team. The content team spoke to top sellers across different audience segments and asked: who do you communicate with? Who are whatsapp number list the champions? Where do the objections come from? From these early conversations, the content team identified a handful of clients to interview. This information helped them develop personas and learn more about their buying journey. As with most customization projects, this step was one of the most difficult.
Scheduling difficulties meant they were only getting about half of their target of six to eight interviews per person, so they eventually branched out into their networks to gain insight. In the end, marketing had identified six distinct personalities involved in decision-making for secureworks' services. But that was too much for the launch of a new initiative. They decided they could boil the initiative down into three conversation tracks. Then they built it for the two most valuable characters. After it went live, the team expanded the content of the third track. Hand related