Mobile Customer Engagement: What It Is & Why It Matters

Let’s say you have a brother whose birthday is coming up, and you aren’t sure what gift to get.

You’re off work one evening and are scrolling Instagram on your phone when you come across an ad for a salt lamp that he’s been talking about getting for months. He’s already liked the post. It’s on sale.

The decision is almost too easy for you.

You click the ad, which takes you to a mobile-friendly site where you pick the item, enter your card information, and complete the transaction within a few minutes.

He loves the gift, and you love how little thought and effort it took to get it for him.

The theme of this story is convenience and timing.

If the company that sold you the lamp failed to engage with you as a mobile user adequately, either with non-mobile-friendly advertising or a site that wasn’t equipped with a mobile checkout interface, you wouldn’t have finished the purchase.

Instead, you’d have found a salt lamp from someone who knew what mobile customer engagement is and how to optimize it.

Today’s guide is all about helping you understand the importance of mobile engagement and simple tips on increasing your mobile customer engagement right now.

What is Mobile B2B Customer Engagement?

Mobile customer engagement is the companies’ effort to reach customers on mobile platforms like phones or tablets. In a B2B context, this could mean things like custom apps, push notifications, or text messages to key people inside your customer’s organization.

Mobile customer engagement can take many forms. Customer engagement aims to remove as many obstacles as possible from the purchasing decision.

Like your brother’s birthday story, opportunities must be capitalized on before losing them.

If a customer comes to you ready to spend money, you have to be prepared to take it from them no matter what form they’re handing it to you, or else they’ll find someone who will. This is the essence of mobile customer engagement.

Why Mobile Engagement Matters

Engagement is essential whether a customer is on their mobile device or not. Since 70% of users that visit your website will be on a desktop or laptop, it’s tempting to focus on them and ignore the rest.

However, failing to account for the 30% of website visitors who will be on their mobile devices is leaving too much on the table.

Just like with the content you produce and where you post it, there has to be an effort to meet customers on their level.

This means doing things like posting your content on the right platforms, at the right time, and in the case of mobile users, with the right combination of a custom app, notifications, mobile-friendly websites, or text messages.

Here are some key stats to convince you of the importance of mobile engagement:

  • According to Statista, there will be almost 7.5 billion mobile users by 2025.
  • 42% of mobile users will engage with content, compared to only 29% of other visitors.
  • 60% of Americans prefer to shop on their phone. This includes 84% of the population 18-34.

Your Website Must Have a Mobile UX

Customers, especially younger customers who are savvier with technology, can usually get by on a non-mobile interface.

If customers feel like they’re just getting by, they aren’t likely to tell their friends how easy and convenient it was to buy your product.

This is without mentioning the non-technology savvy customers who will probably just give up and look elsewhere to solve the problem.

Even if you complete the sale, the opportunity to provide a great customer experience—instead of just a mediocre one—could be lost countless times if you don’t meet the customer on their level. This means something as small as not having a mobile interface for your website could cost you big.

How to Increase Mobile Customer Engagement

Here are three simple ways to improve your mobile customer engagement overnight.

Improve Your Mobile Experience

Forget about having a mobile UX, which should be considered a bare minimum. Instead, you should ask yourself how to create the best mobile experience possible for every user across your website or product.

Is your mobile experience targeted to mobile users? Or does it exist just for the sake of it? Make your mobile users feel special; they’ll buy your product and then come back with their friends for more.

Consider the following factors of your mobile user experience:

  • Website and App Response Time: Nothing is worse than a slow, unresponsive, buggy, or featureless website or app that seems to take up space. An experience like this could turn a customer away for good.
  • Targeted Apps: Mobile apps that facilitate specific tasks like payments or reordering are popular because customers see them as convenient and trustworthy.
  • Mobile-Friendly Content: Your content should be organized in a way that is friendly to mobile users. Pop-out menus, portrait-style layouts, and reminders to share content through mobile apps should be the mainstays of your content web pages.

Mobile-Specific Promotions

You should woo mobile customers just like you would with any other, and in some cases, that could mean offering mobile-only promotions or deals to new users.

This rewards the existing mobile user base and incentivizes your non-mobile users to engage there.

Users engaging with your company on multiple platforms, like a mobile app and your website, will order more and return more frequently.

Personalize Your Mobile Experience

Tracking data through mobile apps and webpages is a great way to get to know your customers better and personalize their experience while on your site.

Knowing what your customers want is the first step to selling it to them.

In the example of the salt lamp, you could imagine a similar scenario, except that the salt lamp recommendation was based on your history on the vendor’s website.

These kinds of personalization will help you surprise the customer in good ways.

Hushly Can Help

If you’re looking to build a great, long-lasting, and versatile mobile engagement strategy and are still unsure where to start, it could be time to let Hushly take over for you.

Our mobile content platform is proven. For example, our personalized self-nurturing landing pages (SNLPs) outperform standard landing pages by 20% across mobile platforms in terms of conversions and by 31% in terms of customer engagement rate (i.e., likes, shares, comments, etc.).

B2B Customers Love Great Mobile Experiences, Too

B2B customers are humans, just like your B2C customers. They enjoy the simple convenience of opening their phone, completing their business within a few clicks, and moving on with their day feeling like they accomplished their goal.

Whether a customer is finding your website for the first time on their phone or has been around for a while and is back to browse, they will appreciate an excellent and targeted mobile experience.

The more ways you can find to improve this experience, the more you’ll generate customer loyalty, positive word-of-mouth, and increased conversions.

Click here to see how Hushly can make managing your mobile B2B customer engagement strategy easy.

The 7 Best Organic Website Traffic Sources You Should Use in 2022

You’ve spent the money on great content, the time and money to build a great website, and you are confident that your product will add value to anyone who chooses to buy it.

Yet you’re not generating leads like you think you should be. Or maybe your conversions remain stunted despite all of your best efforts. Your revenue isn’t growing, and you don’t see the ROI on your advertising that you think you should be.

If this describes your situation a little too well, it may be time to rethink your website traffic generation strategy.

You need eyeballs on your website, and high-quality products are the only way to convert leads reliably. If you aren’t getting it, no amount of content curation or website improvements is going to fix your problem.

So how can you generate lots of organic web traffic in 2022? We’ve put together today’s list as a rough guide to get you started.

1. SEO

Search engine traffic remains king.

A first-page google ranking is still the best way to drive organic traffic reliably to your site. The higher up on the list, the better.

Focus on optimizing your content for search engine traffic by working within the confines of what the search engine creators are looking for. This means avoiding the temptation to use black hat SEO techniques that could see your site penalized or even blacklisted by google.

Instead, we recommend following some simple SEO tips like these we compiled.

2. Capitalize on Websites That Rely on UGC

Many websites on the internet rely on users to generate all content. Examples include Reddit, Quora, and Yelp.

These websites are ideal for generating organic traffic because they come with pre-existing communities that enable you to focus on assimilating into and generating goodwill and leads.

Focus on Websites with High Domain Authority and Backlinks

These are the main metrics you should use to evaluate which websites to post to.

The best content collection sites rank for nearly everything. They have massive communities of users dedicated to all kinds of topics.

If your product or service appeals to a niche audience, there is no better place to try and generate traffic from.

Respect the Community

Websites like Reddit can create communities of folks with shared values. If you enter their space and start advertising a product no one’s ever heard of, you’re likely to be ignored or even receive backlash.

Instead of this approach, we recommend really trying to assimilate yourself into the community. Find out how to provide value in the form of a post of your own that is relevant to the site and its interests.

Once you’ve established a level of credibility and trust, users are far more likely to have a look at your product and website.

3. YouTube

YouTube fits the definition of the websites listed above but deserves special mention as one of the strongest marketing tools available in 2022. Consider that 88% of marketers plan to create YouTube videos as part of their marketing campaigns this year.

Video Performs Better in SEO

Dwell time is one of the metrics Google uses to adjust SERP results. As customers stay on your webpage to watch the full video, this naturally increases dwell time.

Video is Comprehensive

A video can accomplish the same job as a blog post and a social media campaign all at once. They are the fastest way to disseminate information about your product and services. This is why 86% of marketers know they’ve generated increased leads with video content.

Rank Instantly

You can rank #1 for search terms on YouTube right after posting the video. This is in contrast to Google rankings, which take a lot of time and consistent effort to climb reliably.

4. Content Management Platforms

While reviewing your web traffic, you may decide that marketing and managing your content is a challenge you’d rather trust someone else with.

In that case, we recommend hiring a professional content management platform like Hushly.


Hushly has helped dozens of B2B sales and marketing teams increase conversions, boost sales and revenue, and create fantastic and memorable user experiences with our comprehensive platform.

We can do the same for you with our data-driven content management approach.

5. Email

Email marketing r one of the best ways to generate organic traffic. Emails are easy to both mass produce and personalize, allowing you to accomplish both casting a wide net and targeting specific customers.

Be Ready with Great Content

Email marketing is fantastic at getting customers to click through your website and see what you’re offering. However, they’ll quickly bounce somewhere else if they are met with a bad user experience or unappealing content.

We recommend that you have a solid collection of relevant and educational content before beginning any campaign that will drive traffic to your site. Without something to do there, visitors aren’t likely to come back.

6. Social Media

Social media is a growing and lucrative marketing resource.

There are several key advantages that social media platforms enjoy over other forms of marketing.

  • User-generated content reigns supreme.
  • Sharing is easy and encouraged.
  • Social media leads convert at a much higher rate.

Make Sure Content is Regular

Your social media strategy should determine how often you post. You don’t need to post social media content daily, as long as there is regular activity and a solid backlog of content for users to browse if they feel inclined to.

7. Guest Posting

Guest posting is the act of writing blogs or articles for other websites or publications.

This can drive traffic in a few ways.

Firstly, it’s an opportunity to expose yourself to a new audience. If your post is relevant to their audience and you post a legitimately interesting piece, you can easily convince interested readers to take a look at what else you’ve posted on your site.

Secondly, working with another publication can help establish a community between you both. This will make future guest posts or even mentions of you in their future posts come more naturally.

Thirdly, it’s a chance to get your name and image out there. Having a backlog of writing credits under various publications will improve your credibility and add some weight to your name.

Respect the publication

Similar to posting on UGC-focused websites, you need to understand the publication you’re writing for and why allowing you to guest post will also benefit them.

Attack from Multiple Angles

The key to generating lots of web traffic is to cast a wide net by tapping into many different resources. You have potential customers who might love your product on every conceivable platform. Start by finding the easiest and most reliable customers and expand from there.

With a comprehensive approach, you’re sure to see some increase in traffic. After that, your content’s job is to keep those customers around and convert them into sales.

If you’re interested in having Hushly generate your web traffic for you, request your demo today.

7 B2B Lead Conversion Metrics You Need to Track

Your marketing team works hard, generating what they believe to be high-quality leads. It sends them in good faith to the sales department expecting a healthy or above-average lead conversion rate.

In an ideal world, your sales team could convert 100% of leads into sales, but everyone involved knows that isn’t happening. Instead, the sales team must first identify the most promising leads and spend time tracking them down.

In the worst case, your sales team can’t manage a decent conversion rate on their leads, and suddenly marketing and sales are blaming each other for lack of results.

How can you, as a manager, determine where the shortfalls lie and correct the processes in time for the next lead generation campaign?

Your only way through a situation like this is to dig into the numbers and uncover some secrets about how your company converts leads. To that end, we recommend a few key metrics that we’ll discuss in today’s guide.

What is Lead Conversion?

In sales and marketing, lead conversion refers to the rate at which leads (prospective customers) finish the buying process and become customers.

A higher lead conversion rate is better since it indicates that a higher percentage of your customers are spending money with your company. A low lead conversion rate is concerning and can directly impact your revenue stream.

Lead conversion is a job not just for salespeople but also marketers. The two work in tandem: marketing generating leads and salespeople converting them.

A low conversion rate is often caused by some combination of these two departments, if not some external process.

A Good Lead Conversion Rate Will Vary by Industry

Keep in mind that what constitutes a ‘good’ lead conversion rate will differ by industry. Some industries, like professional services, enjoy conversion rates over 7%. A real estate agent, however, would see conversion rates around 3%.

Why Tracking Your Lead Conversion Rate Matters

Your lead conversion rate is not just a reflection of how talented your sales team is; of course, they have a great deal of influence over the number.

It’s also a measure of the quality of the leads your marketing team is generating, as well as the strength of your product.

A high lead conversion rate is desirable. It means your marketing and sales are working in harmony, and customers are enjoying the experience of buying from you.

A low lead conversion rate is a problem in and of itself. It means your sales team wastes time on leads that aren’t converting regularly.

Properly tracking the raw lead conversion rate and other related metrics, like the ones listed below, can reveal a tremendous amount of information about your operation from end to end.

For example, low conversion rates could be due to poor sales performance. But it could also be because your demand generation operation is too focused on quantity instead of quality.

Increasing your lead conversion rate, in this case, could be as simple as pruning your lowest-quality leads from the stack before it makes it to sales: a simple solution only visible because you properly tracked and understood your lead conversion metrics.

How Hushly Can Help

Hushly can make the process of tracking lead conversion metrics something you don’t even have to think about it. We’ll do it for you.

Our proven, data-driven approach can help you track and improve your lead conversion metrics.

Hushly understands the myriad reasons that your lead conversion rate could be low. From content to page clicks and abandonment, we consider every aspect of your lead conversion to identify unoptimized processes and implement solutions.

7 Lead Conversion Metrics to Track

Here are 7 lead conversion metrics you can start using today to optimize your conversion rate.

1. Lead Conversion %

It’s crucial that you track your lead conversion rate.

Lead conversion is the ratio between leads who become customers and those who don’t.

2. Cost Per Conversion

This high-level metric tracks the total cost of advertising, marketing, and your sales operation against the number of conversions you’re completing.

Essentially, it’s how much you’re paying for each customer you gain from start to finish.

3. ROI Per Conversion

Related to cost per conversion, ROI per conversion measures how much you’re getting back for each new customer.

To find your ROI per conversion, subtract the cost of your conversions from the value generated by them. Then, divide that sum by your total number of conversions.

4. Cost Per Lead

Cost per lead is your lead generation operation’s budget divided by the number of leads they generate.

This is a metric where higher (or lower) is not always better. You may get lots of leads cheaply, but if their quality is consistently terrible, you won’t be converting much. Likewise, paying a lot per lead doesn’t mean you’re getting high-quality leads.

You’ll need to use this number in concert with other metrics to determine if you’re paying too much per lead.

5. Time to Conversion

Measuring how long it takes to convert a lead is extremely important, depending on your industry.

Though some industries may quickly convert leads naturally, others will move more slowly. It’s important to compare a metric like this to your industry competitors rather than across all businesses.

6. Revenue Contribution of Converted Leads

Take a look at how much total revenue your converted leads are generating. This information is useful on its own but can be broken down in several helpful ways.

You can look at the revenue contributed by converted leads per salesperson, department, and even advertising campaign.

7. Opportunity Win Rates

Win rates are a way of tracking how many deals close. Much like some of the other stats on this list, you can break down opportunity win rates in several creative ways.

We recommend taking a look at win rates and then breaking them down in the following ways:

  • by Opportunity Owner
  • from Converted Leads
  • by Lead Owner
  • by Lead Source
  • by Campaign

Combine Statistics for a Holistic Evaluation

When analyzing your lead conversion rate, the more helpful information you can work into the picture, the more comprehensive it will be.

Remember that your numbers are only as valid as the context they’re viewed in. In the example of raw lead conversion rates, low numbers could be due to several factors, and it would be shortsighted to simply assume that your sales team just isn’t as good as it used to be.

Instead, we recommend a complete and holistic approach to your review process. Start with some of the metrics on our list, and if you’re still unsure of where to start making improvements, remember that Hushly can take this job on for you.

If you’re interested in having Hushly keep track of your lead conversion metrics and maximize your lead conversion rate, contact us today!

A Guide to Visitor Behavior Analysis

Visitor behavior analysis is the process of understanding why users on your website make purchases, browse certain content, or click away. In essence, it’s examining every part of the user experience from the user’s perspective to find out what’s good about your website and what needs improvement.

Other than just understanding what customers are doing, behavior analysis has some significant benefits that your company should use. These include a better understanding of your website, your customers, and ultimately more conversions.

We’ve collected information about visitor behavior analysis in today’s guide so that you can get started using this concept to improve your website.

What is Visitor Behavior?

Visitor behavior in this context refers to how users interact with your website. When evaluating how well your website is performing and how much users like it, you’ll need to be aware of some essential information like:

  • How users find your website.
  • How long users stay on your website.
  • What users are doing while they’re on your website.
  • How often users return to your website.
  • What parts of your website are most popular among users.

There are a few ways to keep track of this information. In the following sections, we’ll go over these ways, as well as some details about how to analyze this behavior.

Visitor Behavior Analysis Explained

Now that you know what we mean by visitor behavior, we can talk about what it means to analyze it.

As with all evaluations within your company, measuring your website’s performance is best done through multiple perspectives.

Quantitative data like pageviews, clicks, content engagement, conversions, and other metrics are beneficial for uncovering shortcomings and what you’re doing right. However, they don’t paint a complete picture. Metrics don’t tell a story on their own, and they require additional context to determine root causes. This is where qualitative analysis, such as analysis of the user experience of your website, comes in.

The opposite of the quantitative approach would be a qualitative one, where the quality of the experience of a hypothetical user is measured directly. Visitor behavior analysis is like putting yourself in your customer’s shoes. By shifting the role and experiencing your company from an outsider’s perspective, you can better grasp how your website succeeds and where improvements need to be made.

Why Does Visitor Behavior Analysis Matter?

You can uncover some vital information through analysis of your visitor’s behavior.

Track Your Website’s Performance in Depth

You may already know how long users spend on your website before they click away. But is there something about your website causing them to click away? A holistic user experience analysis could reveal this for you.

Visitor behavior analysis is best at uncovering the user experience. Once you don the customer role and try your website out, you could quickly realize that some process or prompt is off-putting to customers or that your most popular products aren’t being recommended to shoppers the way they should be.

You could also discover more profound flaws like the usability of your website—i.e., loading times, aesthetics, and completeness.

Identify the Audience You Want

You may have multiple different audiences who appreciate the different products you offer. In this case, it’s helpful to know which potential customers will be the most valuable so you can funnel them into your sales pages or collect their information for follow-up.

On the other hand, you may have users who never buy anything and only come for the content. It’s essential to know the distinction between these two types of users, so you don’t waste time trying to sell to someone who isn’t buying.

By acting as either of these hypothetical types of customers, you can optimize your website and funnel the best prospects toward the products they might be interested in.

Understanding Your Best Customers Better

On the topic of your best customers, these are the people you need to know better than anyone else.

Tracking and analyzing the behavior of your best customers will reveal two important things:

  • What they do on your website.
  • Why they love your product(s).

These key pieces of information will help you create more of these kinds of customers and keep the ones you already have coming back for more.

Optimize Your Advertisements

You need to know which of your ads were most effective and on which users. This way, you’re not spending money on ads for the wrong platform, targeting the wrong audience, or promoting irrelevant products to people who don’t need them.

By tracking where users find your website and where they’re going when they get there, you can glean information on the effectiveness of your advertising content and platforms.

How to Analyze Visitor Behavior

Ultimately, visitor behavior analysis is a broad subject with countless legitimate methods. A good visitor behavior analysis should focus on things like time spent, clicks, mouse movements, and what kind of content is consumed.

Here are some ideas on how to begin analyzing visitor behavior:

Track Website Flow

You want to know how a user finds your website, where they start out, and where they go after they get there.

Users flow through your website through a natural progression of clicks and navigation. If you can identify the ideal flow to get customers to want your product more, then you’ve just performed valuable visitor behavior analysis.

Use Session Recording and Heatmaps

A session recording and heatmap is an excellent combination of quantitative and qualitative data that can paint a complete picture of the user experience.

With this data, you can track the user experience directly from beginning to end.

  • Are users receiving a consistent, quality experience?
  • Are they being prompted with the right messages at the right times?
  • Is your website’s flow natural and easy to follow for customers?

All of these questions and more can be answered with some high-quality heatmaps and session recordings.

Make Direct Inquiries

One direct way to measure how much users enjoy your website is just to ask them.

You can’t predict what kinds of responses you’ll get, so it’s important that you design questions that directly address what you want to know (such as: “Did you find what you were looking for?”), in addition to more general questions (like “how was your experience overall?”).

Use a Content Optimization Platform Like Hushly

One straightforward way to analyze your visitor behavior is to let Hushly do it for you.

Our end-to-end user experience platform keeps track of important quantitative data like lead conversions, pageviews, and bounce rates. It combines that with professional qualitative analyses that we’ve tested and proven across multiple industries.

We can then take this information and craft an improved customer content experience.

Know Your Website Better to Improve the Customer Experience

Customers will associate every experience they have with your company with their holistic user experience. A smooth, easy-to-navigate website is excellent, but if you aren’t directing customers to conversion opportunities or presenting value to them at the right time, all your investment in that great-looking website will be for nothing. By implementing the tips above, you can avoid this fate.

Want to learn more about how Hushly can take over your user experience optimization? Request your demo today!

A Guide to Measuring Lead Quality

Measuring lead quality is an important step to boosting your sales conversion rates and simplifying the lives of your sales team.

An unqualified list of leads can be highly misleading. If most prospects in the stack are only kind of interested in what you’re selling, a salesperson could waste precious time tracking them down only to be met with disinterest.

A qualified stack of leads can avoid this problem by providing a natural sense of direction: determining in advance which leads are the most promising means the salesperson can properly prioritize their workload and target only the most likely sources of revenue.

Today’s guide will cover some advantages of a strong lead qualification program and detailed steps to implement lead quality measurement in your sales process.

What is Lead Quality?

Lead quality means the likelihood that a given prospect, or sales lead, will complete the sales process by making a purchase. Measuring lead quality allows sales teams to prioritize the highest quality leads—only those prospects most likely to buy the product.

In the first place, no lead is high quality if the prospect in question isn’t interested in or capable of buying your product. Hence knowing how likely they are to close before you contact them is an essential piece of information.

Likewise, you may want to know if your prospect could turn into a heavy stream of revenue down the line, so you could qualify leads based on their potential to grow using your product.

Knowing these two critical pieces of information immediately clarifies to your sales team who they should be targeting first and lets your lead generation operations know what kinds of leads are most valuable to track down.

The Advantages of Lead Qualification

Measuring lead quality will be the most significant benefit to your sales team, who will immediately be able to sort prospects into categories based on their interest in your product.

Sales teams who use lead qualification can avoid common time-wasting pitfalls like tracking down customers who aren’t interested in buying your product or trying to sell to someone who can’t afford it.

Most Leads Aren’t Very Good

Consider that only 25% of leads are high-quality enough to advance to sales.

If you’re distributing leads evenly with no scoring system, that’s 75% of your sales team’s efforts in vain, with no guarantee they’ll find the 25% who want to buy the product before those prospects move on and lose interest.

Segment Your Customers

An experienced sales team can tell which products are suitable for specific buyers and tailor a sales experience to that need.

Qualifying leads based on their industry or interests and then targeting prospects with relevant information can help you create a world-class end-to-end buying experience for each customer.

Maximize Revenue

As mentioned above, most of your generated leads won’t be high-quality enough for the sales team to convert. This isn’t necessarily something to be seen as a failure by either demand generation or your sales force: instead, it’s just a simple reality that you can’t close every deal or make every sale.

Instead of looking at poor leads or lost sales, it’s more important and lucrative to focus on the completed sales and those of a high enough quality to convert quickly.

This shift in perspective comes with a renewed focus on maximizing positive-revenue operations: spending most of your time tracking down only the best leads will naturally increase revenue compared to randomly tracking down leads without regard to their readiness to do business.

Factors to Consider When Qualifying Leads

The most crucial factor to consider is what kind of prospect your company sells to most: is it the prospect who closes quickly with small-ish purchases so you can move on to the next? Or is a more significant number of prospects with constant revenue streams the bread and butter your company needs?

Beginning with simple and broad-natured questions like these will help narrow down the number of factors you want to look at.

The BANT System is a tried-and-true way to start if you don’t already have a lead quality program.

The BANT System

BANT is a lead qualification acronym initially developed at IBM. BANT stands for:

  • Budget: You’ll need to know your prospect’s budgetary concerns. For example, maybe your prospect’s revenue is seasonal, and they won’t have the cash to make purchases until a certain month of the year. Alternatively, your prospect might never be able to afford your product because they don’t make enough revenue. Both pieces of information should affect their lead score.
  • Authority: Is buying your product something that will need to be approved by someone other than the prospect? If so, who else needs to be involved? Will this advance or delay the process of sales? From the authority angle, you can also try and predict what sorts of obstacles will present themselves from within your prospect’s organization. For example, they may need to justify this purchase to a higher-up before they can make it.
  • Need: Every prospect has unique pains and pressures that your product can relieve in slightly different ways. Rank needs based on what itch your company will scratch for a given prospect. The more serious the need, and the more directly you can address it, the higher the score should be.
  • Timeline: Time matters from the perspective of your salesperson who wants to close the deal as quickly as possible and from the prospect’s point of view. Your prospect may have an urgent problem that needs solving, boosting their lead score. Alternatively, they could be at the beginning of a long buying decision to evaluate many competing products.

How to Measure Lead Quality

Here are four general steps you should follow when measuring lead quality.

1. Determine Your Qualifying Questions

Your first step in crafting an excellent lead quality program is identifying which factors are most important to your company.

You can start by using your current best customers as an example. How did you target them, what are they satisfied with, and how else can you attract more buyers like them?

2. Look from Multiple Perspectives

Your sales team will have one opinion on qualifying your leads, while your demand generation team will have another.

Every relevant voice should have a seat at the table when crafting your lead quality program. This is important because it will ensure all parties are on the same page and give these departments a chance to speak up on important issues.

3. Measure Progress

Hushly’s advanced content engagement solutions include the ability to measure your conversion rates and provide complex data on what your most lucrative sales funnels ultimately are.

However, once you complete this step, make sure you’re keeping track of metrics that matter for your business. Use these to rethink your system as often as necessary.

4. Be Willing to Rethink Your System

Implementing a lead quality program will take work and some likely failures. The process won’t be perfect the first time you implement it. Be ready to identify the program’s weak points, listen to feedback from your employees, and make changes frequently where needed.

Start Qualifying Leads Now

The ability to sell your product to customers that need it is the core of what makes a business a business. A quality ranking program will help your sales team convert more sales in less time and help your demand generation team identify the most lucrative prospects.

Contact us today to see how Hushly can help you find and convert higher-quality leads today.

How to Create an Effective Content Engagement Strategy

Content engagement is the world of shares, likes, clicks, and reposts. The more engagement you have on your posts and the higher the quality of that engagement, the more likely the customer will enjoy spending time on your pages or with your content.

In some respects, high content engagement acts as a self-reinforcing cycle. Improved content quality creates more engagement, boosting even more engagement as your posts are shared and amplified.

Two companies could spend the same amount creating and marketing quality content, but one company could reap the benefits of high content engagement while the other languishes with little attention because of a weak content engagement strategy.

In today’s guide, we want to teach you how to begin improving your social media content engagement. We’ll explain what a content engagement strategy is, why it matters for your business, and how to produce one with a repeatable 10-step process.

What is a Content Engagement Strategy?

A content engagement strategy is the method your company uses to improve likes, shares, comments, and other forms of engagement with your social media content.

You may have different content engagement strategies for different platforms which emphasize different things. For example, Twitter is a primarily text-based platform, so written posts with plenty of wit and humor are the best at generating engagement. Similarly, Instagram and Facebook are focused on the visual aspects of life, so images and video reign supreme there.

The types of responses you can expect on different types of content vary. For example, text posts will likely be engaged with more text, and images can be consumed more easily and quickly than videos. Likewise, attention-grabbing posts like polls or questions can provide fast engagement boosts by giving your social media followers something to respond to.

There are a few keys to creating an effective content engagement strategy, which we’ll detail in the section below.

10 Steps to an Effective Content Engagement Strategy

Here is a repeatable ten-step process to guide you in crafting your social media content engagement strategy.

1. Identify What Success Looks Like

You need to know what you’re aiming for to hit it.

We recommend identifying a few key metrics and keeping track of how they evolve in the weeks and months after implementing your new strategy. The results of these measurements will inform what kinds of changes you need to make to your plan.

A content engagement tool like ours at Hushly can keep track of these metrics for you and even take on the job of creating content on your behalf—eliminating this stress from your job.

2. Find your Targets

Knowing your audience is the most important way to generate interest in your product. Meeting them where they are is a great way to demonstrate credibility and knowledge of your customer base.

Make sure your content is being posted to the right platforms at the right times. This will depend on who your customers are and what you’re selling.

3. Focus on Attention Grabbers (Headlines)

The philosophy of this one is simple: you can’t sell to someone who doesn’t bother to pay attention to what you’re saying. Use headlines with strong language that will draw attention to the most important information. A striking visual or a strongly worded, fascinating, or hilarious headline will increase engagement and conversions.

4. Introduce a Story

After the headline, the introduction to your product begins. Since your attention grabber promised a story, here is where you deliver. Set up introductions that follow these guidelines:

  • Speaks directly to the customer
  • Acknowledges the customer’s problem
  • Promises to reveal how you can fix it

This natural flow of information is pleasing to customers and will help them understand how your product will add value to their lives.

5. Provide Quotes and Statistics

Quotes from industry experts, or statistics from reliable sources, are great ways to lend credibility to your product. An eye-popping statistic or highlighted quote can serve as an excellent attention grabber, as part of a smooth introduction, and in the middle of content to boost the likelihood that a customer will believe your claims.

6. Post Regularly

It’s easy to create too much or too little content all at once. You don’t need to post daily or even frequently (though that is a subjective term). It’s more important to post regularly and on a schedule that makes sense for your target audience.

This may take some work to get right: it’s not always obvious how to determine when your audience will be scrolling social media or how often they’ll appreciate content from you. Keep track of your metrics and be ready to adjust as needed.

7. Add Reminders to Share

Creating content users want to share is an important part of boosting engagement, but it’s not always easy or fast. You can supplement your quality content with encouragement and reminders to share your posts.

8. Focus on Your User Experience

Users associate every interaction with your brand with their overall customer experience. In essence, them interacting with your social media post is the same as them walking into your store: both are opportunities to maximize the customer experience and improve the likelihood they’ll spend money with you in the future.

Aesthetically pleasing and fast-loading pages, websites, and posts will improve the user experience for minimal investment. Focus on making your content feel like part of your company’s product. The value it creates will become a key part of your marketing cycle.

9. Post to Many Platforms at Once

As mentioned earlier, it’s important that you try and find customers where they are instead of hoping they’ll come to you.

Fans of your product will often want to share your post with friends but may run into problems with cross-platform sharing. For this reason, it’s important that your content (or some modified form of it) is pushed out to many platforms at once so that users can find and share content no matter where their social circle is concentrated.

10. Rethink Your Strategy Often

The final and most important step to boosting your content engagement is to rethink and optimize your strategy often. It’s highly unlikely that any strategy will be optimal from the moment it’s implemented. For this reason, you must always be willing to admit where your strategy is coming up short and look seriously at ways to resolve that.

Often can mean different things to different companies. We recommend referring back to step one if you’re unsure where to start.

Get Specific for a Wide Reach

There are thousands of unique companies and billions of unique customers, so there is no guaranteed way to boost engagement on all platforms or with all customers simultaneously.

Instead, we recommend focusing on a specific type of customer: your best customer.

Find out everything about them, including where and when they use social media, and tailor all of your content to them. You’ll still be sharing the content widely. Still, by focusing your time and attention on those most likely to become customers, you’ll maximize your ROI and make it easier to take a risk by expanding your marketing to new types of customers later down the line.

If you’re interested in how Hushly can create and manage your content engagement strategy, contact our team today!

How to Boost Your B2B Content Engagement

Content engagement is a key indicator of the quality of your content marketing strategy. Keeping track of it is a challenge in and of itself, but what about boosting it?

It may not always be obvious what drives social media users to engage with content, how to track it, or why to bother with content engagement at all. However, as we’ll discuss, content engagement is one of the keys to keeping track of your sales and marketing performance.

Today’s guide explores the challenges of B2B content engagement, what you should be looking to accomplish by boosting content engagement, and some proven methods you can use today to boost your engagement metrics.

The Challenge of Quality B2B Content Engagement

Identifying your target audience and where to find them is a challenge, but creating great content is the most difficult part of marketing.

Knowing great content when you see it can be tricky since it’s not always obvious. Therefore, choosing the right metrics to help you identify successful content is crucial. It helps everyone involved in the marketing cycle agree on what great content really is.

Once you know what you’re looking for in terms of quality B2B content, you can decide what kind of engagement you need more of and how to generate it.

How to Measure Content Engagement

If you’re still not sure what to look for when deciding on what quality your B2B content engagement really is, start with these few key metrics:

1. Conversion Rate

An increase in conversions is a sure sign that something is working well. Naturally, your sales team will want all the credit for this, but considering how your marketing operation contributed to that increase will yield fruitful information.

To this end, we recommend tracking conversions and getting as much information about what drew them to your product as you can. Knowing what you did right will help you do it again.

2. Pageviews

Customers who are redirected to your website are often ripe for conversions. You should keep track of how many users are visiting your website, where they are coming from, and how long they stay. These will provide critical insights into where to improve your next engagement strategy and how.

3. Bounce Rate

Bounce rate refers to the number of visitors who go to your website and leave after only looking at a single page. Users to stick around for longer are probably shopping, leading to more conversions.

If your webpage is experiencing a high bounce rate, this means customers who come across it aren’t interested in staying. This may signal that you need to shift your content engagement strategy.

4. Use Hushly

Hushly can keep track of conversion rates, engagement, and web traffic automatically, allowing you to know which of your content is performing best.

By letting Hushly take over and manage your B2B content engagement strategy, you’ll know you’ll always have the best data-driven approach for your business.

6 Proven Ways to Boost B2B Content Engagement

Here are six examples you can use to start boosting your social media content engagement.

1. Use Automated Content Generation and Tracking Tools

Automation and AI are capable of some truly incredible feats regarding generating and managing your content. Here are a few ways to imagine using automation to make your life as a content marketer easier.

  • Generating Content: Many SaaS companies offer software that can generate language. These models can be used for content ideas, outlines, or even write entire articles for you (with mixed results). In the future, automated content may be the most common kind of marketing. For now, we recommend relying on it for ideas and outlines, but with the finishing touch of a real person.
  • Monitoring Metrics: Things like pageviews, clicks, bounce rate, and conversions must be accurately tracked and reported regularly. Knowing how well your strategy performs is vital to molding it into its ideal version.

2. Cultivate an Organic Following

Social media users want a human touch when interacting with or thinking about your company. This is why 93% of marketers know that people trust content created by other users more than content created by brands.

For this reason alone, it’s vital that you target the right audience. Your following must seem authentic, or it will lose the desired effect. The best way to achieve this is to be authentic by encouraging and sharing user-generated content.

3. Target the Right Platforms

To share content properly, you need to be on the right platforms. Just like the content you create should be targeted toward the audience you want to attract, the social media platform you post on will affect the customers you’ll be reaching.

Identify the platform(s) with the most users that are likely to become customers of yours: these are your top priorities. Other platforms may be used, but knowing the best platforms to advertise your services on will help you craft and prioritize future content.

4. Questions and Polls

Engagement is a two-way street.

Many customers are willing to engage with you as long as you create something they can grab onto. Questions, polls, and other interactivities on your social media accounts are a great way to boost engagement cheaply and get customers thinking about your product throughout their days.

5. Add Visual Interest Whenever Possible

This might be specific to your advertising platform, but people generally love visuals. An excellent graphic design or video can grab a customer’s attention and hold onto it longer than other forms of content, such as long-form blogs.

Since images are so easy to consume, they complement other forms of content like blog posts. Always consider whether the visual aspect is being taken care of when crafting any content strategy.

6. Create Video Content

Videos may be more challenging to create, but their high ROI makes them a no-brainer for any strong and wide-ranging content marketing strategy. 93% of participants in this study agreed that video marketing is better at converting than other types of content.

Videos are an excellent way to accomplish many critical marketing tasks all at once: great visuals, storytelling, and a call to action. Just like with other forms of content, you can and should optimize videos for SEO results.

Flexibility is a Strength

You could create the perfect content strategy today, but that doesn’t mean it will still be perfect six months from now.

Part of your content marketing strategy should be reviewing and regularly making changes to it. This ensures that your strategy will never fall behind the shifting demands of consumers or market pressures.

Ready to learn how Hushly can take on the job of boosting your B2B content engagement? Contact our team today!

Account-Based Marketing vs. Demand Generation: What’s the Difference?

Account-based marketing (ABM) is an old idea that continues to generate buzz and influence B2B sales around the world. Demand generation is a similarly well-understood set of strategies companies use to improve the quality of their sales leads, if not the quantity of them.

Of the countless marketing strategies available for modern businesses, these are two of the most useful concepts to understand and utilize. Each contains something that nearly every business or industry should be able to take and make use of for their own marketing operations.

We’ve crafted today’s blog to help explain the main differences between account-based marketing and demand generation, the importance of both, and why you should likely be using a combination of them for your marketing strategies.

What is Account-Based Marketing?

ABM is a proven marketing strategy developed in the mid-1990s through the mid-2000s, which focuses on creating unique marketing content for individual buyers. ABM can be seen as a form of corporate whale-hunting where your company pulls out all the stops in a coordinated effort to land a huge client.

The idea behind ABM is that obtaining the highest-value B2B customer possible is preferable to, or at least as valuable as, casting a wide net and attracting many smaller customers instead.

Why Account-Based Marketing Works

ABM strategies use direct communication with targeted buyers. A combination of personalized marketing content, communication, engagement, and service is meant to let the buyer know they will be an important and valuable client for the business doing the marketing.

Similar to other consumer-oriented solutions like a user-friendly online ordering portal, account-based marketing is quickly becoming the norm in large B2B relationships.

ABM strategies can make it easier to identify real leads in a sea of noisy data. For example, Hushly helped NVIDIA accomplish a better lead conversion rate and lead conversion time by creating personalized experiences for targeted companies.

Account-based marketing represents more than 70% of marketing budgets, meaning B2B sellers and buyers are both aware of the importance and effectiveness of this strategy.

ABM Represents Commitment to Your Largest B2B Clients

ABM works best when part of a holistic, consumer-oriented business cycle known as account-based experience (ABX). However, ABM strategies will work just fine on their own even if not paired with a larger shift in operations.

Whether or not you commit to a more comprehensive ABX strategy or stick with the basic ABM techniques, your ABM operations should be seen as a process that emphasizes the importance of your largest B2B clients.

What is Demand Generation?

There are two main ways to generate conversion opportunities: increase the number of leads or increase their quality.

A quality lead may still not turn into a sale if the demand for your product isn’t high enough. Here is where demand generation comes in.

Lead Generation vs. Demand Generation

It’s important to realize that generating demand is not the same thing as generating a lead. If you promise that your product helps with a certain problem, you may generate a lead when someone hears about it and wants to know more. However, if your product, or the way it’s advertised, isn’t up to par, the demand won’t exist, and you may not have a chance at converting.

How to Make Customers Want Your Product

Demand generation aims to improve the likelihood that someone will buy your product by increasing demand for it. This can be done in many ways. For example, a product that recently underwent a huge improvement or update may be subject to increased demand.

Similarly, you can convince a customer that your product is in demand by presenting it to them in the most effective way possible. This includes not just things like the marketing copy but also how you reach out to the customer, how often you follow up with them, and the specific products or services you choose to offer them.

As an example, Hushly helped our cybersecurity client Check Point increase form completion rates by 60% by choosing to give some of the product’s value for nothing in return, naturally generating increased demand and leads for paid products.

Demand Generation is Based on Quality, Not Quantity

Focusing on demand generation may not generate the largest number of leads. However, increasing demand is a natural way to increase lead quality. The more adept you are at marketing your product, the more likely someone will want to buy it.

Generating Demand is an Ongoing Process

A great demand-generating strategy doesn’t end when the sale is converted. In fact, it uses information gained from the sale and the marketing process to continually improve itself. A robust demand generation plan should be focused on long-term growth and client relationships in addition to increasing demand from customers you haven’t converted yet.

How to Decide on Account-Based Marketing vs. Demand Generation

First, a quick recap of each strategy’s merits and drawbacks.

ABM Takes More Time But Offers Bigger Rewards

Account-based marketing will target the largest accounts in your industry, meaning that any given conversion could represent a huge change in your company’s future.

A good ABM strategy takes time to develop and expertise to craft well. It also requires timing and instinct to execute. It’s challenging to get right but doesn’t require lots of resources or effort to try.

It can also represent a valuable shift in the way your company approaches your best customers, shifting from a mindset of gathering as many clients as possible to nurturing and assisting the ones you already have.

Demand Generation is Simpler But Can Bring Mixed Results

Generating demand is not always easy or actually possible, depending on the product you’re selling or the conditions of the market. However, sometimes, it can be as simple as putting your product in front of the right reviewer or company that will spread the word for you.

Ultimately, demand generation can be an effective way to increase conversions or improve the leads you already have, but it largely rests on the quality of your product and the level of service you offer outside of your marketing team.

A Mix of Both Is Probably Right for Your Business

Marketing strategies are often treated as all-or-nothing propositions when the reality is far more fluid and unpredictable than this mindset would allow for. Luckily, ABM and demand generation can easily coexist within your company’s marketing operations.

Some basic demand generation should be practiced by every company since if no one wants to buy your product, you won’t have a business. Likewise, a level of account-based marketing is becoming irreplaceable for most modern B2B enterprises.

Customers, whether they are B2B buyers or everyday B2C consumers, expect a level of personalization and engagement that non-ABM tactics often don’t get right. This only applies even more strongly to the largest companies in their industries, which may be seen as whales desirable to any smaller company with a B2B product to offer.

As big targets who are frequently courted, they are used to all generic marketing and will need to be swayed by a more impressive, in-depth sales pitch inspired by ABM techniques.

A mixture of high-quality demand generation and account-based marketing is the key to landing these whales and keeping your smaller clients happy and demanding more from you at the same time.

Get a personalized demo to see how the Hushly platform can help your demand generation and account-based marketing operations.

A Guide to Account-Based Marketing (ABM) for Fintech Companies

Account-based marketing (ABM) is a powerful option for fintech companies looking to target high-quality clients. Instead of the standard marketing process, which expects customers to find your product through traditional advertising and buy it based on the strength of the advertisement, ABM seeks to target the best and largest customers and sell to them directly.

Financial technology companies can make use of this important strategy for marketing and data capture. ABM works best as part of a larger consumer-focused strategy that aims to keep pace with the ever-shifting market via prolific data gathering and thorough client engagement.

The Benefits of ABM for Fintech Companies

Here are the ways ABM can help fintech companies:


ABM is flexible. It should be molded to each buyer picked from a list of targets your company puts together. The process looks like this: find your ideal B2B buyer, learn everything about them, and then go find them and present marketing content catered directly to their needs.

Consumer Oriented

ABM has the benefit of additional time and resources that becomes obvious to your buyer because it’s focused only on them. This level of effort and engagement can be seen by your clients as a form of marketing in and of itself.

As the world’s economy ebbs and flows, keeping tabs on your biggest and most important clients will give you insights into the market as a whole, making identifying new product or client opportunities a natural result of your strategy.

Easy to Implement

Regardless of your level of experience with ABM strategies, choosing to implement one at your company is very simple. It can be as easy as directing one person in the marketing department to research a large company and put together a list of pain points and possible solutions for them.

From here, marketing can begin creating tailored content while your sales team works with your product makers to determine the best fit for the company.

Regardless of if you succeed or not, the effort will give you insight into what it will take to run ABM programs in the future. Feedback from the buyer will also help you craft more effective marketing content and learn how to better deliver it to your potential buyers.

Data-Driven Results

A proper ABM strategy should produce some key information on the company you marketed to and the challenges they face in their industry.

This information can be used to create new products, update existing products, and also create buyer personas that help train your employees on how to recognize and market to the highest quality customers.

Ways Fintech Companies Can Use ABM

Most B2B businesses that use ABM are used to long sales cycles that reward frequent, targeted engagement. Fintech companies can use ABM to the same end when dealing with their most important customers.

Here are some examples of ways fintech companies can make use of account-based marketing:

Create Buyer Personas

One of the most useful aspects of a robust ABM strategy is the creation of buyer personas. These are fictional buyers who represent the ideal customer your business would want to sell to. Their fictional status means they can be involved in any industry and represent any level of importance to your company.

Buyer personas are useful not just for research, but in training salesmen and lead generators on what to look for in a customer and how to determine if one is worth investing a full-on ABM strategy for.

Use the Extra Data to Adjust Products and Services

Lots of extra data will be generated by an ABM research and marketing team. Information on market conditions, general funding availability, and increasing or decreasing demand for certain products will be noticeable within the information gathered.

This data may not be used for the marketing project that uncovered it, but it should be archived and kept track of for future strategies.

Identify Your Best Customers and How to Sell to Them

As mentioned before, a proper ABM strategy will produce insights and information on your buyers as a natural consequence. This is useful not only for figuring out who to market to, but exactly what message to present to them when marketing. Demonstrating your mastery of the industry the company works in will help that company trust the value you’re bringing to the table.

Adopt a Buyer Experience Platform Like Hushly

Hushly’s platform has a proven track record of helping fintech companies reach their goals with increased conversions, content engagement, lead quality, and paid search optimization. We can handle the research, marketing, and engagement so you can focus on maintaining a great product with great service for your customers.

Check our fintech case studies for more information on how we can help market your fintech products.

6 Steps to Create an ABM Plan for Your Fintech Company

Follow these actionable steps to implement ABM at your company:

1. Determine Targets

Prioritize the largest, most important buyers first. These are not just the buyers you think will lead to the biggest sale up front, but those that will genuinely benefit from your product and continue to need it for the foreseeable future.

2. Select Project Managers and Define Metrics

Any new, large directive will create hidden pitfalls that need to be planned for. Designate one person or entity to maintain the consistency of the message and keep your employees on the same page.

Additionally, take the time to determine what success will look like. What goals do you hope to achieve, and how will you know if you’ve met them?

3. Decide How to Reach Your Targets

There is no right answer here, only your best assumptions based on research and instinct. However you choose to proceed, make sure you take note of how it works out and ideally collect some feedback from your buyer, so you know how to improve your approaches in the future.

4. Develop Content Based on Persona

Use the buyer persona to develop personalized, targeted content that proves to the client that you understand their business, their problems, and how to solve them.

5. Execute

Once you’ve planned everything out and are certain you’re ready to execute, let the chips fall where they may. Managers need to observe closely during this time. Keep documentation and engagement up as much as possible to ensure your team is following through.

6. Review and Recreate

Finally, use the information generated from the process to review and recreate your plan for the next target.

When it comes to reformulating your plan, remember to try and identify which improvements will generate the greatest results for the most minimal effort.

Quality Leads Might Be Right Around the Corner

If your sales team isn’t consistently converting on seemingly great leads, the problem may not be with them or the leads, but with your ability to effectively market your product.

Fintech companies may have unique challenges and sales goals, but their marketing teams can utilize proven account-based strategies to generate higher-quality conversions.

An account-based marketing strategy might be the key you need to develop better, more personalized, unique, and effective marketing campaigns that are shown directly to the largest and most valuable potential customers.

See how Hushly can assist with your transition into account-based marketing. Get a personalized demo today.

Understanding the B2B Content Experience Framework

Account-based marketing (ABM), and its evolution into account-based experience (ABX), has shifted the framework that informs how content should be presented to your B2B buyer audience.

There was a time when just having the information posted somewhere online was enough to add value. As marketing strategies have evolved and risen to meet the expectations of consumers, what was once enough just isn’t anymore.

Your B2B content now should meet several criteria that elevate its quality, be easier to access, and target potential buyers that you want to see more of. Optimizing your B2B content with SEO best practices is the next phase of account-based experience marketing.

To help with this shifting framework, we’ve created today’s blog that will break down the evolving B2B content experience framework and give you some ideas on how you should be implementing consumer-based content experience techniques into your B2B strategies.

Where Your B2B Content Experience Strategy Should Differ from B2C

A content experience describes not just the content that you use for marketing, but how your B2B buyers will encounter that content. The experience begins when you decide how to present the content and ends when you convert that attention into sales or information.

B2C vs. B2B Buyers

B2C buyers are individuals with highly varied tastes, opinions, and more impulsive and emotional buying habits. You can’t feasibly target every individual B2C buyer because there are just too many of them. It’s more effective in this case to advertise your product with a wide appeal: letting the largest possible number of people consider the value your product might have in their lives.

On the other hand, B2B buyers can be highly targeted and researched. Though they are unique, their needs are far more predictable. They spend more money than B2C buyers, and since the cost of transitioning between business partners is generally a hassle, they are likely to remain loyal for a long time, assuming your product quality and B2B buyer experience level stay high.

Taking Advantage of the Extra Information

The opportunity to research and gather data on the targets of a B2B ABX marketing campaign is its main advantage and difference over B2C marketing.

You can research a group of customers, but you’ll never come close to the amount of detail as if you were to spend the same amount of time researching one customer. The extra buying power and long-term relationship potential of B2B buyers can mean committing many resources to one buyer is more likely to be worth it.

Conversions Every Step of the Way

Every step of the content experience is an opportunity to convert a sale or impress a potential customer with added value and a smooth, generous marketing process. Your content experience should fit seamlessly into the ABX cycle, beginning with targeted content created specifically for certain buyer types and ending with a useful list of buyer data, leads, or a converted sale.

5 Factors of an Effective B2B Content Experience Framework

Now that you know what to aim for when designing a B2B content experience, we can list a few factors that you should consider while crafting it.

1. Quality Content Creation

Without high-quality and consistent content, none of your other efforts will matter. Content should be varied and easily available. Just as with B2C content, you’ll want to make efficient use of SEO tools so that your content creators are up to date on the latest trends.

You can use this information to craft content that appeals directly to certain buyers, which we’ll talk about more in the “personalized content” section below.

2. Consistent Updates

The challenge of crafting many high-quality articles, blogs, videos, and social media posts is massive. It can take a lot of effort and resources to keep the content churning and make sure it’s still original, educational, and entertaining.

We recommend creating a short and long-term content plan that includes the ways your content will be created, for whom, and where you plan to post that content. In the case of B2B buyers, directed blogs, email campaigns, texts, or phone calls should be consistent without being overbearing.

If your content is targeted without being too specific, it can also be modified for new buyers in the same industry, potentially minimizing your content creation burden.

3. Personalized Content

Personalized content is like a handwritten thank you note: it just shows an extra level of effort and consideration that makes a lasting impression on people. The human side of your B2B buyer will be susceptible to this kind of personalized content.

Industry trends are felt by all. Demonstrating that your company has its finger on the pulse and the presence of mind to consider the needs of your B2B buyer is a great way to increase engagement and make customers feel valued.

Focus on creating content that lets your B2B buyer see that you’ve accurately predicted a problem they are experiencing thanks to your own due diligence. Then, present how your company can solve this problem for them.

4. Targeted Distribution

Once you’ve created the content, the next step is to find the optimal way to distribute it. This will depend on several factors like who you’re distributing the content to and for what purpose.

A personal phone call to a B2B buyer might be best to talk about a new product launch or sale. Upcoming events or updates can be posted to your client’s microsite. A simple system update, on the other hand, could be handled with a personalized email to your client’s IT manager.

The way you choose to communicate the information is important, but not as important as the information itself. Still, considering the importance of the message you’re delivering will tell you a lot about how it should be delivered.

5. Keeping Track of Your Results

The final benefit of the ABX cycle is that it feeds into itself.

Regardless of how effective your initial attempts at targeted B2B content marketing are, gathering as much information about the process as possible will make your next attempt easier and more successful.

Keep track of all the data you can, including sales and marketing metrics, customer service scores, and direct client feedback. Then, update your strategy and try again. You can repeat this process forever, making improvements with every new iteration on the path towards an excellent B2B content experience.

Hushly Can Help You Build a Great B2B Content Experience

Now that you know what to look for in a great B2B content experience, we hope you’ll be able to get started optimizing your ABX strategies.

However, if this guide didn’t answer your questions or you are still unsure if a targeted B2B buyer experience is necessary for you, our platform and experts may be able to help.

No matter where you are on the content experience journey, the Hushly platform has tools and solutions to help your business reach its goals.

From targeted emails, blogs, and microsites to a smooth and enjoyable buyer portal, we’re ready to take the stress of creating a targeted B2B content experience off your hands.

Optimize your B2B content experience today. Try our personalized demo.