Without content, what would you send to your database? How would you measure their engagement? How would you lead score them based on behavior? What would you gate?
The fact is, content is the fuel that makes your marketing engine hum, driving you past your competitors and delivering your prospects to the next step in their journey to purchase.
And when you align Kapost—the leader in B2B marketing content software—with your marketing automation platform…well, that’s when the marketing magic happens.
Check out this video with Toby Murdock, CEO of Kapost, on the power of these two platforms combined.
How Modern Marketing Came to Be
Ten years ago, sales was the primary channel through which a buyer engaged with a B2B vendor and received information on products and services. From researching and comparing options, to requesting an RFP and deciding on a vendor, sales facilitated most of a customer’s interactions with a company. Occasionally, you’d have an ad or event, but for the most part, sales was responsible for the vast majority of touch points on the customer journey.
The advent of the Internet disrupted business as usual, and the buyer took control of their own journey. B2B buyers could now find information across digital channels.
At first, this meant company websites, but then a proliferation of other channels emerged, and as the number of digital touch points increased, marketing took ownership over more of the customer journey. And sales didn’t enter until much later in the buyer’s journey.
Enter Marketing Automation
At this point, B2B marketers didn’t have a way to track the buyer across these digital channels, or to gain insight into where they were on their path to purchase.
Then, marketing automation entered the picture. Marketing automation made it possible for marketers to track buyer behavior, and deliver relevant information to these buyers in response to their activity or their buying stage. Through lead scoring, marketers were able to track how these buyers were engaging with information, and deliver the content they needed to make purchase decisions faster.
This technology became core to marketing teams, and the possibility of tracking behavior and tying it to results became an expectation. Marketing initiatives were now able to be measured, and marketing teams held accountable to quantitative numbers—from lead generation through revenue.
But this new ability to deliver information and track results led to a new marketing challenge.
Enter Marketing Content—and Kapost
To hold an ongoing digital dialog with these buyers, track their behavior throughout the funnel, and meet revenue and lead quotas, B2B marketers needed to be able to deliver engaging, relevant, and cohesive content that supported buyer questions at every step in their journey.
Marketers needed to become proficient at producing strategic and high quality content to fuel marketing automation.
As a result, marketing content software became a critical investment for marketers, helping them manage the planning, creation, distribution, and analysis of the consistent, targeted content that supports marketing automation and marketing’s revenue goals.
When it comes managing the content life cycle, Kapost is the industry leader. The strongest platform for B2B marketers, Kapost’s software and services empower marketers to align the content, people, and programs that drive success across every digital touch point and channel.
You need the right content to get the most out of your marketing automation software, and you can’t create the right content–across teams and at scale–without Kapost.