5 Tips for Effective B2B Content Marketing

success as an ongoing challenge. Automation tools can help greatly with calculating measures of success, such as the number of shares or consumption rates across platforms. While calculating numerical values is important, marketers should look beyond face-value ROI.

5. Utilize automation tools. With the various platforms available for content creation, marketing automation tools are essential not just for automating, but also for monitoring and tracking. According to a recent study by SiriusDecisions, only 16 percent of U.S. B2B companies actually use marketing automation technology. However, the adoption rate for B2B businesses and automated marketing continues to increase by around 22 percent annually. As more businesses begin to use this type of software, they must know how to use it effectively and efficiently to receive the best return on investment. With marketing automation, marketers can easily track customer engagement and guide the best leads through the sales funnel. They can gauge the amount of traffic driven to the company Web site and where it's coming from. They can see what's being shared by users in their social circles. While skeptics may challenge users of marketing automation tools to justify spending, it's clear that they do, in fact, pay off; 77 percent of CMOs list increased revenue as the most compelling reason for adopting marketing automation.

Samantha Stallard is the content manager at Salesfusion, a marketing automation platform with headquarters in Atlanta.

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