Automated Lead Conversion: Is It Possible and What Tools are Needed?

While we all know that marketing automation that helps automate the process of lead conversion by converting leads into sales can be a significant time-saver, plenty of businesses are still unsure of how to get started. Luckily, several automated lead conversion tools can help you get started and even take your lead conversion to the next level.

The Lead Conversion Process

The b2b lead conversion process is a series of steps your marketing and sales team takes to turn a lead into a revenue-generating opportunity.

Source: Dewolf.net

In today’s business age, the process begins by identifying qualified leads. This can be accomplished through several different marketing channels, such as content marketing, SEO, social media, etc.

Once a lead has been identified and is ready for outreach, the next step is to capture their information and turn them into a contact in your lead management system. This will allow you to segment your leads based on interest, stage, and other data, which will help you identify the best opportunities for follow-up and further engagement.

Your sales team can use the contact information to initiate the next step in the lead conversion process. Depending on your specific strategy, this can involve calling or messaging the lead to set up a time to discuss their needs, or it can be as simple as sending them a quick note to remind them about an upcoming webinar or conference. In some situations, it may be necessary to reach out to the lead to provide additional information or schedule a call or in-person meeting.

Finally, the sales team can use their sales automation platform to automate the process of closing the deal. This can involve creating a series of customized emails or automated phone calls triggered by various conditions, such as when the buyer is ready to talk, has expressed an interest in learning more, or has requested more information.

What Exactly is Automated Lead Conversion?

Since the lead conversion process is composed of so many steps, is there really such a thing as an automated lead conversion process?

In a sense, the answer is yes. Automated lead conversion is a broad term that refers to the process of using technology to help your team convert leads into paying customers. This can involve using automation tools such as sales automation, marketing automation, and even CRM software to help keep your team on track, provide them with the correct information to close deals, and capture opportunities that would otherwise have been missed.

Automated lead conversion is a great way to increase the productivity of your entire team while reducing the amount of time spent on the low-value work, such as prospect research and extra follow-up, that can distract sales and marketing teams from their primary duty of closing deals.

3 Tools to Consider for an Automated Lead Conversion Process

The lead conversion process is composed of many steps and is often considered one of the most important in the entire sales process. That’s why so many teams invest in automation tools to help them improve the overall efficiency and effectiveness of their whole lead conversion process.

If you’re curious about the necessary tools needed to create an effective automated lead conversion process, then you’ll want to consider the following:

A Tool for Marketing Automation

One of the first tools you’ll want to consider including in your automated lead conversion process is a marketing automation tool. These are tools designed specifically to automate the process of sending emails, creating social media posts, and managing other forms of digital marketing to help you reach as many qualified leads as possible.

The best marketing automation tools will allow you to set up various automated campaigns designed to be triggered based on specific criteria.

For example, you can use a marketing automation tool to create a series of automated emails that are sent out automatically when a series of predetermined events occur, such as when a new lead is added to your database or when they have expressed an interest in your products.

These tools allow you to take the hands-off approach and let the software do the work for you, enabling you to focus on the more strategic aspects of your business.

A Tool for Sales Automation

The second tool you’ll want to consider is a sales automation tool. Sales automation tools are designed to automate the process of following up with leads to help your team close more deals. This can include using tools that allow you to create automated phone calls, emails, and other triggered communications based on specific criteria.              

For example, you can use a sales automation tool to automatically send out emails to leads when they have expressed an interest in your products, which allows you to respond to their initial inquiry without needing to follow up manually. This saves you time and helps you determine whether they’re a good fit for your business before investing the time in a more in-depth discussion.

A Tool for Conversion Rate Optimization

Conversion rate optimization (CRO) tests different marketing strategies and develops an optimized system that drives the highest possible number of sales. This can be done using tools that allow you to experiment with varying designs of the website, the call-to-action text, and other elements of your digital marketing strategy to determine what works best.         

They also allow you to track and analyze the results of your marketing efforts over time to help you identify which aspects of your marketing strategy are generating the most qualified leads. This can then be used to optimize future campaigns so that you’re able to increase the number of qualified leads that become buyers.

Source: Google

How These Tools Work Together for an Automated Lead Conversion Process

When you combine all three of these tools into a single automated lead conversion package, you’ll be able to fully automate the entire process of turning leads into buyers, and scale your business to generate more sales without needing to invest a great deal of time and energy.

This allows you to spend more time focusing on the more strategic aspects of your business, which can profoundly impact your long-term success.

Make the Most of Your Demand Capture with Hushly

Hushly is a marketing automation tool that allows you to automate reaching out to potential new customers to engage with your brand and generate more sales. One of the benefits of working with Hushly is that it integrates with a variety of other tools, including demand generation tools like lead generation pages and autoresponders so that you can fully automate the entire lead conversion process.

Ready to get started? Then request your personalized demo today!

B2B Omnichannel Marketing and Sales: Can They Work Together to Boost Your Lead Conversions?

The B2B landscape has shifted with the emergence of multiple touchpoints and channels. The most successful businesses are now those that can identify and build relationships with the right customers, at the right time, through the right channel. This means that your company’s marketing and sales teams must work together to identify and nurture the best lead prospects — regardless of channel.

Omnichannel marketing is a powerful strategy for converting prospects into customers. But can you combine this strategy with your B2B sales process to get even better results?

Omnichannel Marketing and Sales: What You Need to Know

Omnichannel marketing and sales refer to any marketing or sales strategy that uses multiple communication channels — whether it’s email, social media, voice, or text-based.

B2B companies have been slow to embrace the power of omnichannel marketing and sales. However, studies show that 94% of B2B buyers believe that omnichannel marketing and sales models are “as” or “more” effective than previous marketing and sales models. With the average B2B buyer now interacting with an average of 10 channels during their decision-making journey, B2B companies can no longer afford to ignore the opportunities omnichannel marketing and sales offer.

Source: McKinsey

What is an Omnichannel Sales Strategy

Omnichannel sales strategies help salespeople identify and nurture the best lead prospects regardless of channel. Your sales team can use the same tactics and techniques across multiple channels to generate more leads, prioritize the best leads, and close more sales.

For example, you can use email to nurture a prospect’s interest, send them a link to your sales website to generate the first touch, and then follow up with a call to action to schedule a sales call.

What is an Omnichannel Marketing Strategy

An omnichannel marketing strategy is designed to help your business identify and build relationships with the right customers, at the right time, through the right channel. It’s a strategic plan that focuses on a holistic approach to your marketing, instead of a siloed approach that only focuses on one channel or touchpoint.

Can B2B Omnichannel Marketing and Sales Work Together?

While the two strategies have been discussed and implemented separately for some time now, B2B teams are increasingly using both to effectively reach and convert their target audiences. The result? A more efficient lead generation and sales process that ultimately improves your bottom line. The key is to make sure that your marketing and sales teams are working together to identify and nurture the best prospects – regardless of channel.

5 Steps to Build a B2B Omnichannel Experience that Nets Real Results

A high-quality experience for customers is the holy grail for B2B businesses. But it doesn’t happen through a one-and-done approach. The most successful B2B companies create an omnichannel experience that creates a seamless, consistent customer journey.

Here are five simple steps you can take to create a B2B omnichannel marketing and sales strategy that will help you increase your lead generation, close more sales, and grow your business:

1. Unify Your B2B marketing and Sales Teams

Step one in building an effective B2B omnichannel marketing and sales strategy is to bring together your marketing and sales teams. Marketing and sales are often siloed, which means that your sales team isn’t aware of the marketing programs and marketing teams aren’t aware of the sales programs. A unified team allows teams to work together to identify opportunities to increase sales and marketing leads and then develop a strategy to implement that strategy across all channels.

2. Identify Your Key Accounts

Your B2B marketing and sales strategy should start by identifying your key accounts. These are the most valuable accounts to your business and generate the highest revenue volume. These are the accounts that you should prioritize when developing your B2B omnichannel strategy.    

3. Create Engaging Account Journey Maps

The next step in building an effective B2B omnichannel strategy is to create engaging account journey maps for each account. These are often referred to as account maps and are designed to help you identify the best touchpoints and channels to use to build relationships and generate leads for your key accounts.

This is where your marketing and sales teams come together to identify the best ways to build relationships with your accounts. Together, you can create a strategic account map that shows the best touchpoints, channels, and vehicles to use to build awareness, generate interest, and ultimately close sales.

Source: Gartner

4. Personalize the Journey for Each Contact

Your B2B marketing and sales strategy should also focus on providing a personalized experience for each of your key accounts. This means that you should create a series of engaging experiences that allow your customers to get to know your brand, learn about your products, and identify the best solution for their needs.

Whether that’s a call center experience, a live chat experience, or an email series, the goal is to create an experience that helps you build a relationship with your key accounts and ultimately convert them into customers.   

5. Track Communications Across Each of Your Channels

Your B2B omnichannel marketing and sales strategy should also focus on tracking the effectiveness of each of your channels. This will help you identify the most successful channels, whether that’s inbound marketing, outbound marketing, social media, or another channel.

Each channel will have a different set of goals. Still, the key is to track the effectiveness of each channel so that you can identify the channels that are performing well and continue to use them to build your B2B omnichannel marketing and sales strategy.

Create an Experience Your Audience Won’t Soon Forget with Hushly

Your B2B marketing and sales strategy are essential for your business. It helps you create an experience that will impress your customers and increase your sales. The key is to bring together your marketing and sales teams to develop a unified strategy designed to identify opportunities and close sales.

When you focus on providing a consistent, personalized experience for each of your key accounts, you’re creating an experience that your audience won’t soon forget. 

Hushly can help you build a strategy that draws on the best of what B2B marketing and sales have to offer.

If you’re ready to see what Hushly can do for your brand, then request your personalized demo today!

B2B Leads and Conversions: Important Stats You Should Know

As a B2B marketer, you’re likely constantly working to improve your lead generation tactics. When you’re able to generate quality leads, you can convert them into customers and create a healthy revenue.

With the changing trends in the B2B industry and the increasing amount of competition, it’s more important than ever to stand out from the crowd. To help you out, we’ve rounded up some of the most important stats and figures to keep in mind when it comes to B2B leads and conversions.

96% of Visitors to Your Site Aren’t Ready to Buy

In today’s digital age, many B2B marketing and sales teams rely heavily on their website to help with both lead generation and conversions. While the majority of today’s shoppers do turn to a brand’s website to research companies and the solutions they offer, approximately 96% of these individuals are not ready to make a purchase.

Instead, they’re there to gather more information. This means that you need to keep your website focused on providing the highest quality, educational content to capture the attention of these visitors and turn them into leads.

78% of B2B Brands Use Lead Conversions as a Key Performance Indicator

As B2B marketing becomes more complex, companies are finding that they need to find a way to measure the success of their leads and conversions. One of the most popular ways to do this is by using lead conversions as a performance indicator.

Studies show that 78% of B2B companies use lead conversions as a key performance indicator (KPI). This means that when a qualified lead is turned into a sale, it’s recorded as a conversion. This helps you to better understand which tactics are performing the best and which areas you need to improve.

SEO Generates the Greatest Number of Leads

When it comes to generating leads for B2B companies, SEO ranks as the top lead generation tactic, with approximately 29% of leads coming from organic search. This is because organic search results are the most suited for B2B companies looking to provide quality, educational content to their visitors.

Source: Hushly

49% Of All Leads Came from An Asset Recommendation

While SEO is a great way to generate leads, it’s important to remember that it’s not the only way. In fact, 49% of all leads came from an asset recommendation. This means that referring visitors to your site from an email, ad, or social media post can be just as effective for generating leads.

AI Converts At 31% Higher Than a Business Rule-Based Content Recommendation

AI is another great way to generate leads. In fact, AI-generated content has been shown to convert at 31% higher than a business rule-based content recommendation. This is because AI focuses on providing the highest quality content to the visitor, while business rule-based content is much more focused on bringing in more visitors.

By combining the best of both worlds, you can provide your visitors with the content they’re looking for while also generating the highest quality leads. This is a winning combination that will continue to drive quality traffic to your website and generate more leads for your business.  

In addition to generating more leads, AI can also increase the amount of revenue generated from assets on your site. One of the best ways to do this is by using content recommendations.

In a study conducted by the team here at Hushly, AI-generated content was shown to increase conversions on recommended assets by a staggering 59%. This is an easy way to increase your website’s revenue while also providing your visitors with the content they’re looking for. 

Self-Nurturing Landing Pages Convert Double the Number of Customers Than Traditional Landing Pages

While generating leads is essential, it’s just as essential to ensure that you can convert those leads into customers. This means that you need to ensure that your landing pages are designed to convert. One of the best ways to do this is by using self-nurturing landing pages.       

While traditional landing pages and webforms are great at collecting information, they don’t tend to convert customers as well as self-nurturing landing pages. This is because self-nurturing landing pages are designed to provide a seamless experience for the visitor while also educating them on the value of your product or service.

As a result, research shows that self-nurturing landing pages are capable of 7.27% of conversions as verse to the 2.98% from traditional landing pages.

50% Of Content Created by B2B Marketers Is Designed to Generate Brand Awareness and Interest

One of the best ways to generate brand awareness and interest is by creating high-quality content focused on providing the visitor with value. This is the approach that 50% of content created by B2B marketers takes, which is designed to give the visitor a resource rather than with a hard sale. This is a great way to build credibility and trust with your visitors, which is a great way to generate leads and convert them into customers.

Percent Of Traffic Converting on Engaged Content Increased 10.6%

Engaged content is designed to keep the visitor engaged and on your site. This can be done through the use of quizzes, surveys, polls, eBooks, and more. The key to engaging content is to provide your visitors with the content they’re looking for while also providing them with a compelling experience – and when done correctly, engaged content can help increase your traffic conversions by approximately 10.6%.

Demo Pages, Product Tours, and Articles are Among the Top Performing Assets

Now, if you’re struggling to come up with engaging content that is focused on providing the visitor with value, then you should consider using demo pages, product tours, and articles as your primary sources of content. These three assets are among the best performing assets that B2B marketers are using to generate leads and increase their conversions.

Source: Hushly

Optimize Your Demand Capture with Help from Hushly

Demanding visitors is one of the biggest reasons B2B marketers struggle to generate leads. This is because they tend to have a narrow set of criteria that they’re looking for when they’re browsing business websites. This means that you need to ensure that you can capture their attention with the highest quality demand capture conversion optimization.

Are you ready to see what Hushly can do for you? Then request your demo today!

What Does a Successful B2B Lead Conversion Process Look Like?

If you’re in the business of generating leads, you know that conversions can be a lifelong challenge. The good news is that, with the right approach, it’s possible to create a successful B2B lead conversion process that works. That said, it takes a lot of hard work and dedication to get there. That’s why it’s essential to understand what a successful B2B lead conversion process looks like.

A Successful B2B Lead Conversion Process Involves Entire Accounts

Before diving into the specifics of creating a B2B lead conversion process, it’s important to understand just how crucial understanding your target audience is. Of course, you already know that your marketing and sales efforts will go to waste if you don’t know who you are talking to.

However, with account-based marketing all but taking over the B2B space, it’s never been more crucial than it is now to understand that you are no longer talking to a single individual in the decision-making process.

When working in the B2C space, it’s very common to be addressing individual people. These audiences are looking for a solution to a problem they need solving. However, today’s B2B decision-making teams are now typically made up of six to 10 people.

B2B Customer

In the B2C space, a lead generation process is all about targeting individuals. These customers need a specific solution, product, or service and actively seek a company to provide it to them. Much of your B2C lead generation process will be based on identifying who these people are and who they are talking to. You will then use a variety of tactics to reach these individuals and connect with them in a way that is most likely to produce results.

B2B Account

On the other hand, B2B marketing connects with entire accounts. You’re no longer just targeting people, but instead organizations. This means that your lead generation process will be very different from what you’re used to.

Creating a successful B2B lead conversion process is understanding the difference between converting a single individual and building relationships with entire accounts. With the right approach, it’s possible to create a successful B2B lead conversion process that works.

5 Things You Need for a Successful B2B Lead Conversion Process

In today’s digital world, converting leads to customers is a top priority for approximately 74% of companies. As such, it’s more important than ever to understand the process for creating a successful B2B lead conversion process. Here are five essential elements you need to include to ensure your lead conversion process is a success: 

1. Targeted Contact Building

The first thing you need to create a successful B2B lead conversion process is a process for building targeted contacts. Much of your success will be determined by the quality of these leads, so you need to make sure you’re doing everything you can to build a strong contact list. This means using a variety of tactics to build a strong list of contacts, including using data, lists, and other resources. It also means being intentional about who you’re reaching out to and when. 

2. Have a Solid Understanding of Who Makes Each Account and Their Specific Needs

One of the biggest reasons B2B lead conversion is so tricky is that you’re no longer talking to individuals. This means that your sales team needs a solid understanding of who makes each account and the specific needs of each individual.

The easiest way to do this is to create an ideal customer (or account) profile and then write a detailed description of this profile. Ideally, your profile should first outline the account as a whole and include information such as who they are, their primary pain points and objections, and other relevant information.

Source: Rahulogy

From there, you will need to break down the list of individuals you’ll be in direct contact with. This is a crucial part of the process because each individual is responsible for talking to and convincing the top decision-maker of the benefits of working with you and your products/services.

Source: Rahulogy

The more detailed you can make each of your account profiles – the better, as this will help you in the steps to come.

3. A Personalized Experience for Each Account

The most effective way to build a solid B2B lead conversion process is by creating a personalized experience for each individual in each of your accounts. Remember, you will likely be dealing with anywhere between six and 10 people when building a relationship with an account, so you need to make sure you’re tailoring your approach to each individual.

This means you need to understand their preferences, primary pain points, interests, and objections. The more you can tailor your approach to each individual, the better.

This also means being intentional about the process and the language you’re using. Instead of trying to sell the product or service, you want to focus on building a relationship and a sense of value and understanding for each individual.

4. Account-Specific Offers

The next thing you need in your B2B lead conversion process is to create account-specific offers. One of the biggest mistakes most companies make is sending out the same exact offer to each individual in each account. This is not only ineffective, but it also makes it difficult to build a sense of value and personalization.

Not only do you need to be tailoring your offers to the right accounts, but you need to be sure you are creating and sharing the right content with the right individuals. These offers need to provide value and encourage some form of action, such as scheduling a call, downloading a white paper, or attending an upcoming webinar. This helps you build a stronger relationship and creates a sense of urgency, which will help you develop a stronger conversion rate.        

5. Be Ready to Address Multiple Contacts within a Single Account

Finally, you’ll need to be ready to address multiple contacts within a single account. This means that you’ll need to have multiple conversations going on within a single account simultaneously.

This is where having a solid sales team on your side becomes crucial. The more you can focus on each individual’s relationship building and education, the better. This also means that you’ll need to have the right team ready to address any objections or questions that may come up.

Deliver a Personalized Experience for Better Conversions with Hushly

The best way to build a stronger B2B lead conversion process is by setting up a personalized experience, and Hushly can help! Hushly helps sales teams build stronger relationships with their customers by providing a platform to tailor their conversations and approaches to each individual.

Ready to build a personalized experience to encourage better B2B lead conversions? Contact Hushly to learn more!

Understanding the Difference Between Content Experience vs. Content Strategy

Content experience and content strategy are two crucial elements of a strong marketing strategy. Both disciplines can help shape how your brand is represented online. Unfortunately, when it comes to content experience vs. content strategy, many marketers often find themselves using these two terms interchangeably, not realizing that they are two different disciplines. It is essential to understand the difference between the two and how each can help shape your brand.

Content Experience vs. Content Strategy

In the B2B world, content must work harder to connect with your audience. You have to provide more content, and you have to create something valuable for them. However, you can’t just throw some content at your audience and then call it a day. The way people consume content has changed, and you need to change along with it – which is why understanding the difference between content experience vs. content strategy is so crucial.

Content Strategy

Content strategy is the blueprint for how your content will be created, distributed, and optimized for consumption by your ideal target audience.

Source: Medium

The goal of your content strategy is to drive engagement and build a long-lasting relationship with your audience. This means that your content needs to be relevant, helpful, and consistent. It also means that you need to carefully plan out how your content will be distributed across digital channels and what types of content your audience will respond to the most.

That means you need to consider more than just what you’re writing and where you’re sharing it, but also what effect that content has on your audience.

Content Experience

Content experience can be defined as the experience of accessing, consuming, and engaging with content across all mediums throughout your audience’s journey with your brand.

One of the easiest ways to picture the content experience is to imagine it as the middle ground between your content strategy and your customer’s experience with your brand. Instead of focusing on the total customer experience, the content experience focuses solely on the experience they receive when accessing and interacting with your content.

Source: Tendo Communications

The content experience is the final layer in your content strategy, and it is crucial to the success of your brand. It’s what ties everything together and creates that one-of-a-kind experience your brand is known for.

Factoring Content Experience into your Content Strategy: 5 Tips

When it comes to creating and delivering quality content to your audience, many moving parts need to come together. One of the most critical yet often overlooked is the balance between content experience and content strategy.

If you’re not quite sure how these two pieces fit together, then you’ll want to check out these five tips:

1. Eliminate the Silos

One of the most prominent mistakes marketers make is focusing on just one aspect of their content strategy. This creates a silo effect and prevents you from delivering a truly holistic customer experience. The first step in overcoming this mistake is to eliminate the silos.

Deciding what content to create, when to create it, and where to create it are all part of your content strategy, but so is your audience’s experience when they consume that content. Instead of focusing your content strategy on just one silo, it’s essential to consider how your creation and distribution strategy supports the overall customer experience for all necessary departments. This will help you identify the areas that are lacking and provide you with the opportunity to adjust accordingly.

By eliminating silos, you bring together content teams from across departments and create a more cohesive content experience for your audience.

2. Develop a Customer-Centric Mindset

You can’t succeed in today’s competitive landscape without a customer-centric mindset. The more you understand your customers, the better decisions you will make to deliver quality content.                

This means understanding what content your audience is looking for and how they expect to receive that content. Suppose your audience consumes your content through social media, but you have your marketing team distributing that content through email campaigns. In that case, this will create a sub-optimal experience for your audience.

To deliver a customer-centric experience, you need to factor in the channels your audience is using to receive your content and create a strategy that supports those channels.   

3. Audit Your Current Content

Once you’ve brought your content teams together and have started assessing your audience’s wants and needs, it’s time to take a closer look at the content that currently exists in your system. This will allow you to see what’s been working and what hasn’t.

By auditing the content that currently exists in your system, you can start to understand better which pieces are connecting with your audience and which are not. This will help you to identify the gaps in your strategy and provide you with the opportunity to adjust accordingly.

4. Map Out New Content Ideas

One of the most critical aspects of creating a successful content experience is the creation of new content ideas. Without a steady stream of new ideas, you will be unable to provide your audience with the content they need.

However, new content doesn’t always need to be created from scratch. Sometimes, it’s as simple as adapting existing content to fit the needs of your audience better. By mapping out all of the content ideas you want to explore, you can better assess which pieces are worth creating from scratch and which can be adapted from your current content.

When creating a new piece of content, it’s essential to understand its purpose and who it is intended to serve. This will help you better identify the topics your audience is interested in and help you create content that provides them with an experience worth their time.

5. Monitor and Adjust Your Content as Necessary

Finally, when it comes to determining both the success of your content experience and content strategy, you must take the time to carefully monitor both the overall success of your content and the reaction that it’s receiving from your audience. This will allow you to identify the areas that are performing well and provide you with the opportunity to adjust your strategy as necessary.

Make the Most of Your Customer Engagement with Hushly

When it comes to creating a successful content experience, one of the most important things you can do is make the most of your customer engagement.

By using a platform like Hushly, you can create engaging content that your audience will want to read. Hushly provides you with the ability to personalize your content and track the performance of each piece of content that you create. This allows you to identify the most engaging content and provide your audience with the content they are looking for without compromising the quality of the experience.  

Ready to start prioritizing your customer engagement? Request your demo today and see how Hushly can help!

How to Track Your Content Experience Success: 5 Metrics You Should Be Using

Content marketing is an essential part of marketing your business on the web, but just because you’re producing content doesn’t mean that your content is successful. With millions of pieces of content published every month, it’s hard to know which ones are actually getting results. With the growing emphasis being placed on content experience and the user experience, it’s even more critical to track your content experience success to see where you’re making progress and where you can improve.

Whether you’re still venturing into the concept of content experience, or you simply aren’t quite sure how to begin measuring/tracking the success of your content experience strategy, there are several metrics you can use to evaluate the effectiveness of your content.

What You Need to Measure Content Experience: Experience Data

Content experience is a critical component of content strategy. Not only does it influence how someone feels about your brand, but it also predicts success in your marketing efforts. However, to get an accurate experience score, you need to measure the success of your content experience strategy.

There are dozens of different metrics that your marketing team can and should be tracking to determine what’s working and what isn’t. The key is to identify the metrics that align with your strategy’s goals.

Source: Content Marketing Institute

The problem that many marketing teams are finding themselves in is determining what metrics would be most valuable to measure the success of their content experience strategy. How do you measure the experience someone is having when they interact with your content? Aside from taking the time to survey your audience, the best way to measure the experience your content is providing is to use experience data.

Is There Such a Thing as Experience Data?

Experience data is a qualitative and quantitative measurement of the experience someone has when they interact with your content. Instead of trying to track the number of times someone interacted with a piece of content on your site, experience data focuses on a person’s overall experience with your content.  

For example, suppose someone lands on page three of your content marketing series but doesn’t read past the introduction. In that case, that interaction is recorded as a “page view,” but your goal with this content experience was to drive people to the “knowledge base” section, so your experience data is not as successful as you had hoped.

On the other hand, if someone reads all five articles in your content marketing series and leaves with new actionable advice, then your content experience was a success.          

Experience data differs from traditional metrics, like page views and other analytics. Experience data allows you to track the overall experience someone has with your content regardless of whether they took a specific action.

The human experience cycle is complex, and the same content can provide a different experience to someone depending on the steps they take along the way.

Source: Qualtrics

What’s important to remember about experience data is that it will look different for every brand based on its unique audience, goals, and marketing strategy.

5 Metrics to Monitor to Ensure Your Content Experience Success

Once you’ve taken the time to outline your content experience goals, you’ll create a framework for the experience data you’re tracking. The first step is to identify the most critical metrics to your content experience strategy.

Not quite sure where to begin? Here are five metrics that can help you better determine the success of your content experience:

Bounce Rate

The bounce rate is the percentage of visitors who visit a single page on your website and leave without visiting any other pages.  When it comes to determining the success of your content experience, the bounce rate can be a valuable metric to track. 

It’s essential to remember that a high bounce rate doesn’t necessarily indicate that you have a failing content experience. A visitor might have only been on your site to find a piece of relevant information, or they might have been on your site to do one specific thing and then left, which is why it’s essential to compare this average to other key metrics, such as time spent on a given page.

If they bounce after a few seconds, they don’t get the expected experience. However, if they bounced after spending 5 minutes on your page, then that means they found something of value that kept them on the page. 

Clicks/Pageviews

Another essential metric to consider when evaluating the success of your content experience is the number of times a visitor clicks on a specific piece of content on your site. The more times a visitor interacts with a particular piece of content on your site, the more value they found and the more likely they are to take action, like signing up for your email list or making a purchase.  

SEO Page Ranking

When it comes to content experience success, monitoring your page ranking on Google is an important metric to consider. The SEO page ranking is a function of various factors, including the number of times a specific keyword is shown on your page, the number of unique visitors that land on your page from a search engine, and the amount of time spent on your page.  The higher your SEO page ranking, the more likely your content experience provides a positive experience for your audience.         

Social Shares

Another essential metric to consider when evaluating the success of your content experience is the number of times a specific piece of content has been shared on social media. The more times a piece of content has been shared on social media, the more exposure it has received and the more likely it is that your content experience has been providing a positive experience for your audience.

It’s important to note that not all shares are created equal. Some might be spam, while others might be genuine, which is why it’s essential to track shares from a variety of different sources. The more diverse your share sources, the better.

Time on Page/Scroll Depth

Finally, when determining your content experience success, it’s also essential to consider the amount of time a visitor spends on a specific page and the scroll depth.

The longer a visitor spends on a page, the more value they will extract from your content experience. The deeper that a visitor scrolls through your content, the more engaged they are and the more likely they will take action, like making a purchase or signing up for your email list, which is also an important indicator of your content engagement success!     

Put Your Data to Work with Hushly

When it comes to your content experience, the most essential thing that you can do is track your data. The data you collect will help determine whether your content experience provides a positive experience for your audience.

From content analytics to account/visitor analytics, Hushly offers a wealth of analytics to help your team better understand your content’s performance and where opportunities for improvement lie.

Ready to see what access to a wealth of data can do for your business? Request your demo today and unlock your true potential!

Your Complete Guide to B2B Personalized Content

Personalized content is one of the hottest topics in marketing right now. But what does it really mean? How can you use it to create better B2B marketing content? And is it worth the effort?

Yes – B2B personalized content is one of the most powerful techniques you can use to improve your marketing. When you tailor your content to fit the needs and preferences of individual customers, you can build better relationships, improve your response rates, and generate more qualified leads.

What is B2B Personalized Content?

B2B personalized content is any piece of content that has been modified to fit the preferences and needs of a particular person or organization. It typically involves using the data you have about customers to write more relevant copy, design layouts that are easier to navigate and provide additional information that will be useful to your audience.

With 66% of B2B marketing teams stating that they plan to increase their content marketing budget in 2022, personalized content is likely to become even more critical over the next few years. By investing in this technique now, you’ll be well-placed to take advantage of the benefits it can provide in the future. 

Source: Statista

Benefits of B2B Personalized Content

B2B personalized content is a powerful way to build stronger relationships with your customers. When you can tailor your messaging to fit the specific needs and preferences of individual customers, you can build a better sense of trust and understanding.

This is especially important in B2B, where you’re often dealing with complex sales cycles and lengthy decision-making processes. By taking the time to understand your customers and write relevant content, you can build a better rapport and provide them with valuable information they can use to make informed decisions.

While the benefits of B2B content personalization are numerous, some of the most powerful include:

Humanizes Your Brand

One of the most common reasons B2B marketers decide to personalize their content is to humanize their brand. When you can customize your messaging to fit the needs of your individual accounts, you can show them that you understand their business and are genuinely interested in providing them with the best possible service.

Improves Content Experience

The best B2B personalized content is designed to improve the overall content experience for your customers. When you use data to write more engaging and captivating copy, design layouts that are easy to navigate, and provide additional information that will be useful to them, you’re able to personalize the value you provide to each of the key stakeholders that make up your ideal accounts.

Boosts Your Authority

While B2B content personalization is often focused on your customers’ benefits, it’s also a great way to build your authority as a thought leadership brand. By writing unique, industry-focused content, you can demonstrate that you’re an expert in your field, which is an excellent way to build your credibility and generate a higher level of trust.

3 Ways to Implement B2B Personalized Content

If you’re looking to increase the effectiveness of your company’s content marketing, you’ve got to start offering personalized content. This is a powerful technique that can be used to improve the quality of your messaging, improve the experience your customers receive, and build stronger, more meaningful relationships with your customers.    

Not sure where to begin? Here are three ways to implement B2B personalized content into your content strategy:

1. Account-Based Experiences

An account-based experience is a strategy that focuses on building stronger relationships with a select group of customers. It typically involves identifying a small group of accounts that represent the majority of your revenue and then developing content, sales processes, and marketing strategies tailored to fit those customers’ unique needs and preferences.

B2B personalization is often used to support account-based experiences since it allows you to provide a deeper level of service and customize your messaging to fit the needs of each account.

Source: Hushly

Once you’ve taken the time to identify your key accounts, you can take things a step further by identifying the key members that make up each account. From there, you can use data to write engaging and personalized content that will provide your customers with the information they need to make informed decisions.

2. Personalized Content Hubs

A personalized content hub is a strategy that allows you to centralize all of the data you use to create content for your customers. By identifying a single location where you can store your account-specific information, you can simplify the process of creating personalized content for your customers.

This is a powerful technique since it allows you to gather the data you need to write relevant and engaging content in one place, which will make it easier to ensure each piece of content you provide to your customers is as personalized as possible.

Source: Hushly

3. Self-Personalization

Self-serve options across the B2B consumer experience are becoming increasingly popular, and personalization is no exception. Traditional channels, such as email and website content, are being turned into self-service options that allow customers to tailor their experience to suit their needs and preferences. This empowers customers to take control of their journey, allowing you to save time and resources by focusing on high-value activities.

Source: SendGrid

With 39% of B2B buyers stating that they want more self-serve options, it’s clear that the demand for personalized experiences is growing. As these channels become even more advanced, they’ll be able to provide even better experiences than their human counterparts.

Boost Your B2B Personalization Efforts with Hushly

Hushly is an AI-powered platform that empowers marketers to create engaging, personalized experiences designed to build stronger relationships with their customers.

We provide the tools you need to build and manage a successful B2B marketing campaign and the data you need to write engaging and personalized content that will improve the quality of your messaging, improve the experience your customers receive, and grow your business.

Ready to see what proper personalization can do for your brand? Request your demo today!

Customer Experience vs. Content Experience: What Exactly is the Difference?

Content is king, but a good customer experience can make or break your brand’s success. That’s why, at least in theory, the two should be inextricably linked. But is that really the case? As a marketer, it’s your job to ensure that your content provides the highest quality experience to your audience, but is that the same thing as ensuring that your entire brand experience delivers the best experience to your customers? Well, not quite. When it comes to customer experience vs. content experience, the two are certainly related, but they are not the same thing.

Customer Experience vs. Content Experience

What’s the difference when it comes down to customer experience vs. content experience? The two terms are often used interchangeably, but they refer to two different things. While they are both crucial parts of any B2B customer engagement strategy, it’s essential to understand the difference between the two:

Customer Experience

If you ask most B2B brands how vital their customer experience is, approximately 76% of them will tell you it’s one of their top priorities. However, studies show that only 30% of B2B buyers believe that brands provide excellent customer experience.

Source: SuperOffice

That’s quite the disconnect between what brands say they value and what consumers believe. The reason for this is that, while customer experience is undoubtedly necessary, many B2B companies don’t have a clear definition of what that means.

The customer experience (CX) is a term that describes the entirety of the experience that a customer has when interacting with your brand. It encompasses everything from the moment that a potential customer first interacts with your brand (via a content piece, blog post, etc.) through to the conclusion of the customer journey.

The key here is that the focus of CX is to ensure that your customers feel like they are well-taken care of at every stage of the customer journey. This can be accomplished in several different ways. Still, the goal is always the same: to create a positive experience that will ultimately increase the likelihood that a customer will return to your brand in the future. 

Content Experience

Content experience, while a part of a well-rounded customer experience, is an entity all its own. Instead of focusing on all interactions between the customer and your brand, content experience focuses on the experience of accessing, consuming, and engaging with your content across multiple devices, platforms/channels, and throughout the customer’s lifecycle.

Source: Tendo Communications

Essentially, it combines the customer experience and your content strategy to create a holistic experience that provides your customers with the best possible experience at every touchpoint. This not only ensures that your customers have a positive experience, but that they develop a better understanding of why your brand is the right fit for them, ultimately increasing the likelihood that they will become loyal customers in the future.

One of the most significant benefits of focusing on your content experience is that you’ll cater to your audience’s needs at every stage of the customer journey. By optimizing your content experience for your audience, you can ensure that your content is relevant and provides your customers with the best possible experience. This not only helps to improve the quality of your content, but it also helps to increase the likelihood that your customers will be able to find the answers they are looking for, increasing the brand loyalty of current customers and the acquisition of new customers.

Why You Need Both for a Strong Customer Engagement Strategy

While it’s easy to get caught up in the hype of the ongoing digital revolution and think that CX and content experience are entirely separate entities, the truth is that they are both crucial to an effective customer engagement strategy.

If you focus exclusively on one aspect of your customer experience, you risk neglecting the other. This means that you could end up providing an experience that is significantly below industry standards, which will ultimately result in the loss of potential customers.

Unfortunately, this is a common problem for B2B consumers. Studies show that B2B buyers are growing increasingly frustrated with their overall B2B digital experience, with 43.7% of buyers saying they can’t get answers to simple questions quickly/efficiently and 37.4% saying that the services they receive feel impersonal.

Source: Drift

While optimizing your customer experience is crucial for your overall customer engagement strategy, you cannot neglect your content experience. With B2B buyers now consuming an average of 13 pieces of content before deciding whether they will do business with your brand, ensuring that your content is optimized for your audience is a crucial step in providing a satisfactory customer engagement experience.

However, the biggest mistake that brands make when it comes to their content experience is that they don’t focus on creating personalized, engaging content that resonates with their target audience. By optimizing their content for their audience, brands can increase the quality of their content. Still, they can also improve the overall likelihood that their audience will find the answers they are looking for.

When it comes to customer experience vs. content experience, there is no question that you need both to provide a satisfactory customer engagement strategy. This not only ensures that your customer’s experience is one worth returning for, but that they are getting the content that allows them to make an informed decision about your brand, your authority, and whether or not they can trust you with their personal success in the long run.

Improve Your Customer Engagement with Hushly

As the digital landscape continues to evolve rapidly, it has become more critical than ever to ensure that your brand is optimizing both your customer experience and your content experience for your audience. This will ensure that your customers receive a satisfactory experience and find the answers they are looking for when making purchasing decisions.

By investing in the right tools and techniques, you can ensure that your brand provides a strong customer engagement strategy that will improve your bottom line and allow you to provide your customers with a world-class brand experience.

If you’re ready to see what Hushly can do to help with your customer engagement, then request your demo today!

How to Use Your Content Intelligence to Improve Your Content Experience

Content is critical to any digital marketing success. It’s the first touchpoint that a prospect has with your brand, and it’s a tool to help them learn about your products and services. However, creating engaging and meaningful content that gets the results you want is not easy. That’s where content intelligence comes in.

Content intelligence is about much more than detecting engagement. Using a combination of AI, machine learning, and human expertise, you can get the data you need to improve your content experience and create a better customer experience.

What is Content Intelligence?

Content intelligence is the practice of using a combination of machine learning, human expertise, and artificial intelligence (AI) to capture data about the content you’re creating and how it’s being used. This allows you to understand what is working and what isn’t and helps you adjust your plan to optimize for the best customer experience.

In a B2B setting, content intelligence can help you improve your content experience, whether you’re creating content for your website, your social channels, or your sales materials. You can use it to detect when your content is being viewed, shared, or read so that you can offer better education, advice, interactions, and more.

3 Levels of Content Intelligence

As a content marketer, you need to know what your audience wants and provide it to them. Not only that, but you need to make sure your content is speaking to the right people.

Knowing what content to create, where to create it, and what to do with it is the hardest part of being a content marketer. This is where content intelligence tools can help. They can offer you several ways to capture data about the content that you’re creating, the ways that it’s being used, and the results that you’re seeing.

There are three levels of content intelligence, including:

Source: Surfer SEO

Domain Data

The first level of content intelligence dives into your domain data. This includes information about your current content, such as the topics and words that you’re using, as well as data about your historical content, such as the topics and words that were most successful. This allows you to build a better picture of what your audience wants so that you can create more of what they want and less of what they don’t.

You can also use this data to identify trends and patterns to create new content that speaks to your audience.

Cluster Data

The second level of content intelligence dives into your cluster data. This data tells you more about your content, such as the topics that your content covers, the emotions that your content evokes, the words you use, and the tone of your writing. This allows you to build a better picture of the best ways to communicate with your audience so that you can share with them in ways that they’re most receptive to.

Single-Page Data

The third level of content intelligence dives into your single-page data. This is the data that gives you insight into your content structure quality, as well as its relevance to your audience. This data can also detect engagement and determine what content is working, the search intent that leads to a page, which page is ranking well, and more.

5 Benefits of Content Intelligence

Content intelligence offers several benefits for content marketers. It allows you to understand better what works, what doesn’t, and why so that you can optimize your content strategy to provide the best experience for your audience.          

It also offers the following benefits:

1. Better Understand Your Audience and Their Needs

Knowing what your audience wants and how to give it to them is the first step to creating a successful content strategy. Content intelligence allows you to build a better picture of your audience, their needs, and their preferences so that you can speak to them in a way that they’re most receptive to. This allows you to better tailor your content to their needs and preferences to create a more compelling experience. 

2. Improves Your Content Strategy as a Whole

Not only does your content intelligence help give you necessary insights into your audience and what their needs are, but it also helps improve and simplify your content strategy as a whole.

With this data at your fingertips, you can create a more effective, streamlined content strategy that’s better suited for helping you to meet your audience’s needs and expectations. This enables you to create a more compelling experience for your audience, which leads to higher conversions and better results.

3. You Can Answer the Questions that Matter Most

To create a successful content strategy, you must answer the questions that matter most to your targeted audience. With the data provided by your content intelligence, you should be able to easily identify the questions and pain points that your audience is struggling with to create content that speaks to those needs. This allows you to increase the likelihood of them engaging with your content, resulting in higher conversions.

4. Become an Authority in Your Given Niche

As you begin addressing the questions that matter most to your audience, you’ll start to build a reputation for being an authority in your given niche. This not only helps you to build a larger audience, but also helps to increase the credibility of your brand. This allows you to build a better relationship with your audience and lead to brand loyalty down the line.

5. Improve Your Customer Experience

Finally, content intelligence gives you the necessary insights to help you build the best customer experience (CX) possible. By better understanding your audience’s needs and expectations, you’re able to create an exceptional CX worth coming back for and recommending to others.

All the Necessary Insights at the Tip of Your Fingers with Hushly

Instead of guessing what content works best or sending out content to hundreds of people and hoping for the best, use your content intelligence to gain the necessary insights you need to create an exceptional experience.

With Hushly’s account and visitor analytics, you’ll have all the necessary insights required to create an exceptional content experience.

Ready to make the most of your account and visitor analytics? Request your demo today!

What Exactly Is Content Experience Maturity and How Does It Impact Your Organization?

Every content strategy aims to create an experience for your customers. Unfortunately, there’s a lot of confusion around the term content experience. Many people think it’s just about creating a page of content and hoping that they’ll find what they need when they need it. Unfortunately, with approximately 70% of B2B content going unused, that approach simply isn’t viable.

You need to have a system in place that helps you determine whether your content is delivering what your audience wants, along with a content experience that will keep them coming back for more. To do this, you need to go beyond the standard content strategy and implement a content experience maturity model to help you develop processes and systems to ensure that your content delivers value to your customers.

What is Content Experience Maturity?

Content experience maturity is the process of creating a system that helps you determine whether your content is delivering value to your customers, whether they find it when they need it, and whether they take the action you want them to take. It’s a model that will help you build processes and systems that ensure that your content provides the experience your customers expect and deserve. 

Customer Experience Maturity vs. Content Experience Maturity

Since content experience maturity has such a heavy focus on your audience’s experience with your brand, it’s easy to get customer experience maturity and content experience maturity confused. In fact, these two terms are often used interchangeably, but they’re very different. 

  • Customer Experience Maturity: is the process of creating a system that will help you determine whether your customers are happy with the experience they’re getting from your brand when they interact with your channels and use your products and services. It focuses on the customer’s journey as a whole and helps you determine where your brand stands amongst the competition.
  • Content Experience Maturity: is the process of creating a system that will help you determine whether your content is delivering value to your customers, whether they find it when they need it, and whether they take the action you want them to take. It focuses on the customer’s journey within your brand and helps you determine whether your content is working the way you want it to.

Why Content Experience Maturity Matters

Content experience maturity is crucial to the success of any B2B brand. The typical B2B buying cycle is complex, and prospects need to feel confident that your brand is the right choice before they decide to work with you.

If your content isn’t delivering the experience your customers expect both during and after they’ve completed your buying cycle, they might find a better solution that provides a better experience for them. This can result in lost business, and it can also result in the demise of your brand.

Evaluating Content Experience Maturity: 5 Pillars

Content experience maturity is a burgeoning topic in content marketing. As content marketing evolves, brands are beginning to understand better the relationship between their content and the business goals they aim to achieve. This understanding is key to improving content experience maturity and delivering the experience that your customers expect. To evaluate the state of your content experience maturity, you need to look at your content from several different angles and assess the following five pillars:

Strategy and Planning

The first thing you need to do to evaluate your content experience maturity is assess your content strategy and planning. A solid content strategy helps you determine what kinds of content you should create, why you should create it, and who it should be aimed at. It also enables you to prioritize your content, ensuring that you’re creating the right amount of content for the right reasons and in the proper channels. 

Make sure you are taking the time to address some critical questions, such as:

  • Is your strategy centered around the needs of your audience?
  • Does it tie back to your brand’s short- and long-term goals?
  • Are your content teams collaborating to build a cohesive strategy across functional silos?

Content Creation

The second thing you need to do to evaluate your content experience maturity is assess your content creation process. A solid content creation process helps you determine the kinds of content that are most effective for your brand, industry, and audience. It also ensures that your content is created in the most engaging way possible. Finally, it allows you to measure the effectiveness of your content, ensuring that you’re able to generate maximum impact with your content.

Content Architecture

The third pillar of evaluation involves assessing your content architecture. A solid content architecture helps you determine the organizational structure of your content. It also enables you to ensure that your content is delivered in the most efficient way possible. It also allows you to create a framework for reviewing your content, ensuring that you’re able to identify and address opportunities for improvement across the board.

Think of your content architecture like your website architecture – without the proper framework in place; you won’t be able to create a cohesive and consistent experience for your visitors. Content architecture is the same.

Source: Usability.gov

Content Operations

Content operations are the fourth pillar of evaluation, and they help you determine the most effective way to deliver your content to your audience. This not only involves where you’re sharing your content, but the tools that you’re using to deliver it, and the workflows you’re using to manage your content performance. Content operations help you ensure that your content is being shared in the most efficient way possible.

Content Optimization

Finally, the fifth and final pillar of evaluation involves assessing your content optimization process. A solid content optimization process helps you determine the most effective ways to optimize your content for search, social, and mobile. It also enables you to optimize your content for the channels where your audience interacts with your content the most.

It also enables you to measure the impact of your content, ensuring that you’re able to iterate, improve, and refine it so that it generates maximum impact.      

Source: Hushly

Enhance Your Content Marketing with Hushly

Hushly is a proprietary platform that helps you create, optimize, and deliver exceptional content experiences. We help you build stronger relationships with your audience, generate increased revenue, and build a stronger bottom line. Hushly is the missing link in your content marketing strategy!

Are you ready to take your content marketing to the next level? See what Hushly can do for you! Request your demo today!