7 Benefits of Adding Hushly to Your B2B Marketing Automation Platform

Because of the giant tech leaps made possible by advanced technology, you don’t need to rely on one platform to perform all your marketing tasks. Instead, you can build a powerful marketing automation engine with several tools that fit seamlessly together to capture, nurture, and convert leads.

The benefit of using multiple tools is receiving expertise and industry-specific solutions. Every area of your marketing automation deserves a tool dedicated to that area’s success rather than a tool spread too thin.

Where does Hushly fit with your B2B marketing automation engine?

Hushly specializes in the user experience by ensuring it’s seamless and personalized.

Let’s look at the seven benefits of Hushly’s powerful B2B marketing automation software.

What Is Hushly’s Platform?

Hushly offers an all-in-one conversion cloud. We specialize in every conversion process step by fueling your content through personalized experiences.

Our machine learning and AI-powered tools help you create and distribute content across websites, ads, and emails. We then support you as you gather leads and data. Our solutions build the road from demand capture to conversion without heavy coding, complex design, or complicated strategies.

The key to Hushly’s power toolset is AI personalization that understands traffic and customizes experiences around visitors’ behavior and intent, ensuring everyone who engages with your content receives the most relevant experiences, boosting conversions.

The Hushly platform conveniently integrates into your existing B2B marketing automation, building on the solid foundation you already have. Our AI tools level up your marketing strategies by customizing your content and personalizing the user website experience.

7 Ways Hushly Benefits Your B2B Marketing Automation

Here are seven ways you can benefit from Hushly’s innovative powerhouse.

1. Boosts Your Efficiency

Hushly streamlines your marketing processes by automating tasks ordinarily requiring manual entry and development.

Some B2B marketing automation examples of Hushly’s streamlined tools include:

  • Web page personalization: Create pages once and allow AI to customize them limitlessly for website visitors based on their intent and interests.
  • Lead generation: Add fewer fields to your forms so more visitors fill them out while AI collects the rest of the needed data behind the scenes and inputs it into your customer relationship management (CRM) software.
  • AI-generated tags: Quickly tag and fill out content information using AI assistance.

With the help of Hushly, you’ll spend less time performing repetitive tasks and can focus more time on core business tasks.

2. Creates Content at Scale

Ideally, businesses should publish blog posts two to four times a week. Plus, you should continually go back and refresh old content. Regularly publishing content keeps you competitive in a market inundated with digital content.

Yet, creating content manually takes considerable time and effort. The average writer takes four hours and ten minutes to create a typical blog post. That’s why 52% of content creators say finding time to create content is their top challenge, and another 33% say creating enough content consistently is their top challenge.

Generative AI makes creating content at scale possible so you can keep up with the growing demand. Some of our B2B marketing automation content tools include:

  • AI content chat with ChatGPT
  • AI generative content with ChatGPT
  • AI image generation with DALL-E2
  • AI video transcription with Whisper
  • AI translation with ChatGPT

3. Automatically Customizes Web Pages

Hushly’s landing page customizers allow you to create content once using out-of-the-box web pages. Then, AI customizes the page for each visitor. This tool supports account-based marketing strategies that require hyper-personalized content and experiences.

Add content streams that suggest relevant content for each visitor to create custom pages. The elements on each page can also support personalized text. Then, you can instruct AI to adjust each page depending on intent and visitor behavior using customization rules.

Some elements that Hushly customizes include:

  • Tokens
  • Banners
  • Videos
  • Content

Do you want to create multiple pages? You can clone web pages to create landing pages at scale without needing a web page developer and complex coding.

4. Generates More Leads

You don’t need long-form fields and multiple hoops to generate leads.

Fuel your lead generation strategy by streamlining the process and encouraging more signups through a positive experience.

Hushly uses automation to simplify lead generation. Visitors only need to fill out two or three fields to enjoy asset downloads. AI performs the other tasks of generating data you need to qualify the lead and curate their experience.

5. Maximizes Lead Nurturing

Lead nurturing relies on timing to reach your leads at crucial touchpoints in their buying journey. Automating lead nurturing establishes rules for customizing content so it reaches buyers at those strategic points.

Hushly uses embedded content streams, native ads, and personalized call-to-actions to create unique visitor experiences. Then, Hushly’s AI uses intent data to understand visitors and recommend further resources, downloads, and actions.

Intent data also helps you accurately segment your visitors based on their interest level. Through lead segmentation, you can reach out to those leads with personalized nurturing emails.

Is your traffic leaving your website? Use exit content to target and nurture those leads one more time through personalized offers based on intent data.

6. Understands Visitors

Do you wish you could read your visitors’ minds? We offer the next best option. Hushly reads people’s activities. How people move through your website reflects their motives and goals.

For example, a person who isn’t seriously interested in your products will read one article before leaving. Another visitor might stay on your site but spend all their time on your careers page. However, a potential buyer will engage with multiple assets and pieces of content. The most valuable visitors will also visit the pricing page, sign up for trials, and interact with marketing emails.

These indicators give valuable insights into visitors’ intent. Visitors also indicate their intent through your contact forms. For instance, visitors using business emails are most likely to be business buyers.

Hushly combines first-party data like page visits and available demographic information with a vast database of third-party data. We use this data to customize the visitor experience. The pages visitors read will influence what recommended articles appear in the native stream throughout your website.

Visitor intent translates off your website as well. Automatically collected visitor intent data will help you understand your customers in other stages of their buyer’s journey and your other campaigns, like email nurturing campaigns.

7. Easily Tracks Results

How do your visitors and target accounts interact with your content? Tracking performance metrics tells you which strategies and pages are most effective and where you can adjust your strategy to generate and nurture leads. You can also use it to identify content gaps.

Some metrics Hushly tracks include:

  • When visitors arrive on your site
  • Which pages they visited
  • What content they interacted with
  • What buttons and assets they interact with

Combine the Hushly data with your other marketing data by moving it to your analytic platform for a more comprehensive view of visitor activity.

What Is Your Marketing Automation for B2B Missing?

Hushly ensures your hard work goes as far as possible by automating demand generation, lead generation, nurturing, and conversion. You can reach more of your visitors through personalized and streamlined experiences.

Our cutting-edge B2B marketing automation platforms complete mundane and time-sensitive tasks so you can focus more time where it will have the most significant impact on your sales.

Do you want to learn more about Hushly’s capabilities?

Check out our full toolset and capabilities, and sign up for a free demo.

What Are the Key Components of a Landing Page?

A business should have a dedicated landing page when it wants to achieve a specific marketing objective, such as driving conversions, generating leads, or promoting a new service.

Landing pages allow businesses to create a customized and focused experience for their target audience, increasing the chances of achieving their marketing goals. A targeted landing page will make it easy for businesses to control the message for a particular campaign, allowing them to track the campaign’s success better and adjust accordingly.

However, the many possible elements of a landing page can be daunting, especially if you’re designing one for the first time.

An effective landing page usually has eight key components. We’ll explain how you can implement them to start increasing your conversion rate today.

What Is a Landing Page?

A landing page is a standalone web page that is designed with a specific purpose in mind, usually to convert visitors into leads or customers. You can use landing pages for various purposes, such as:

  • Promoting a product
  • Capturing leads
  • Selling a specific item

The main goal of a landing page is to provide a focused and relevant experience for visitors by guiding them toward a specific action, such as filling out a form, making a purchase, or downloading an offer.

8 Key Components Every Landing Page Should Have

Landing pages should be unique and fresh for every campaign they’re used for. Special considerations to take when creating landing pages include the target audience, industry, and product or service you’re trying to sell.

Here are the key components of a landing page that can help you accomplish your marketing objectives:

1. Attention-Grabbing Headline

The headline should clearly communicate the purpose of the landing page and what the reader can expect to gain from it. Make sure it is concise, easy to read, and relevant to the target audience.

Source: CoSchedule

A strong headline should:

  • Use attention-grabbing language. For example: “Want to increase conversions? Do this…” or “Limited Time Offer.”
  • Clearly communicate the purpose of the page.
  • Emphasize short, punchy sentences that get your point across fast.
  • Target your audience with industry jargon and relevant messaging.

2. Clear and Valuable Offer

Your offer motivates the reader to act, so it should be related to the headline, solve a specific problem of the target audience, and stand out from the competition.

A clear and valuable offer should:

  • Invoke the target audience’s pain point and promise to resolve it.
  • Stand out from the competition by offering realistic results or adding huge value.
  • Be relevant to the target audience by proving subject matter expertise.
  • Directly address your landing page’s headline.

3. Fast Load Time

A slow-loading page can lead to frustration and decreased conversions. To ensure fast load times:

  • Optimize images: Compress images to a reduced file size. Find the balance between quality and size.
  • Use a reliable hosting provider.
  • Try to limit HTTP requests (requests to the server for things like images, scripts, and stylesheets).
  • Consider using a content delivery network (CDN) if you get a lot of traffic from around the world.

4. Context Within a Buyer’s Journey

The landing page should align with the buyer’s journey and take into account where the target audience is in the process. This will ensure that the messaging is relevant and that the reader is guided toward the desired outcome.

To ensure your landing page is always contextual within a buyer’s journey:

  • Know your target audience: Perform thorough research and create in-depth buyer personas to ensure you fully understand your buyer’s needs and concerns.
  • Map the buyer’s journey: A key step to knowing what stage the buyer is at is knowing the whole journey from start to finish. Make sure you know what each step (awareness, engagement, and decision-making) looks like for your target buyer.
  • Use dynamic content: Use a platform like Hushly that will allow you to create self-nurturing, dynamic landing pages for each of your audience segments. This will ensure you’re always displaying the most relevant message to each buyer.

5. Seamless Experience

The landing page should provide a seamless experience for the reader, from arrival to conversion. This means that the landing page should be consistent with the messaging and images that were used to drive traffic to the page.

A seamless experience means:

  • Easy navigation
  • Mobile optimization
  • Minimal distractions. Only the most relevant information.

6. Clear Path to Conversion

The landing page should guide the reader toward the desired outcome, which is typically to fill out a form or make a purchase.

A clear path to conversion should:

  • Use clear, prominent calls-to-action (CTAs). CTAs should be visually appealing and impossible to miss.
  • Include directional cues like arrows, images, or any visual that direct a user’s attention to the conversion goal.
  • Have a simple, easy-to-use form. Avoid overwhelming information or distracting elements.

7. Scarcity

Scarcity is a marketing tactic that focuses on creating a sense of urgency and limited availability for a product or offer. This is done to encourage consumers to take immediate action or miss out on a valuable opportunity.

To create scarcity on your landing pages, try any of the following tactics:

  • Limited time: Offer your product or service for a limited time to create a sense of urgency among your audience to act now. Include countdown timers and language like “ending soon.”
  • Limited quantity: Indicate that your product or service is in high demand and has limited supply. Include “spots remaining” counters to indicate the offer is almost used up.
  • Last chance: Emphasize that this is the last chance for your audience to buy your offer and that they shouldn’t expect to see it again.

8. Video

Video can be a powerful tool for increasing conversions on landing pages. To make the most of this tactic, consider the following:

  • Highlight the benefits: Show how your product or service solves a problem or offers a unique benefit.
  • Keep it short: Aim for a video that is under 2 minutes in length.
  • Make it visually appealing: Use high-quality visuals, graphics, and animation to make the video engaging and memorable.
  • Include a call-to-action: Make sure your call-to-action is clear and concise. Only provide one CTA per video to avoid overwhelming your viewers with too many options.
  • Test different variants: A/B test different versions of your video to see which one resonates best with your target audience.

Hushly’s Platform Can Make Designing Great Landing Pages a Breeze

By following the key elements outlined in this guide, you can create landing pages that are tailored to your target audience, generate leads, and drive conversions. Remember that a landing page should load fast, be relevant to a buyer’s journey, and have a clear path to conversion.

When you’re ready to take your landing pages to the next level, consider Hushly. Our platform offers self-nurturing, dynamic landing pages that are optimized to meet your unique marketing objectives.

Contact Hushly today to request a demo and start increasing your landing page conversions.

5 Benefits of Having a B2B Resources Page and How to Use It

B2B marketing is all about finding ways to provide your audience with valuable content and drive conversions. Driving traffic to your website and generating backlinks will boost your SEO and lead to even more traffic. One of the best ways to accomplish this is with a high-quality resources page.

Let’s explore the benefits of having a B2B resources page, how it can help your business, and tips on creating one that effectively serves your audience and drives results.

What Is a B2B Resources Page?

A B2B resources page is a dedicated section on a business website that offers a wide range of free or gated content to visitors. Its primary purpose is to provide value, answer frequently asked questions, solve problems, and nurture prospects at different stages of the buyer’s journey. For a resource page example, take a look at Hushly’s own resources page.


5 Benefits of a Resources Page

From thought leadership to adding value to technically complex products, your resource page is an incredible business tool. Here are ways you can benefit from it:

1. Establish Your Company as a Thought Leader

A well-structured resources page can help you build trust with your audience, demonstrate your expertise in your industry, and increase your brand’s visibility. Thought leadership is essential for businesses looking to differentiate themselves from competitors and foster long-lasting relationships with their target audience.

To establish thought leadership, include the following types of content on your resources page:

  • Original research and data analysis, showcasing your company’s unique insights
  • In-depth case studies that highlight your customers’ success stories
  • Comprehensive industry reports and trend analysis, positioning your brand as a go-to source for the latest news and developments
  • Educational resources and how-to guides that address your audience’s pain points and needs

By consistently producing and sharing high-quality content, you can cultivate a reputation as an industry expert and thought leader.

2. Boost Web Traffic

A well-optimized resources page can significantly improve your website’s SEO, attracting more visitors and enhancing user engagement. Consider the following strategies to accomplish this:

  • Internal linking: Create links between your resources page and other relevant pages on your website, helping search engines find and index your content.
  • Keyword optimization: Incorporate relevant keywords into your resources page, enabling it to rank higher in search results and attract more organic traffic.
  • Meta descriptions: Craft clear and concise meta descriptions for your resources page to entice users to click through from search results.
  • Social media promotion: Share your resources page on social media platforms, driving more traffic to your website and increasing brand visibility.
  • Email marketing: Include links to your resources page in email newsletters, encouraging subscribers to visit your site and explore your content.

3. Guide the Buyer Journey

The B2B buyer’s journey typically consists of several stages, including awareness, consideration, and decision. A resources page can support the lead nurturing process by providing appropriate content to potential customers at each stage:

  • Awareness stage: Prospects may be seeking educational content to help them understand a problem they’re facing or identify opportunities for growth.
  • Consideration stage: Case studies, product comparisons, or industry benchmarks can help prospects evaluate their options and make informed decisions.
  • Decision stage: Prospects may require more in-depth information, such as product demos, free trials, or personalized consultations, to finalize their choice.

Ensure your resources page offers a variety of content types tailored to each stage of the buyer’s journey. Include a mix of gated and ungated content and provide clear calls-to-action that encourage visitors to take the next step in their journey.

4. Create a Central Hub for High-Value Content

Consolidating valuable resources in one central location helps your brand build authority and makes it easier for visitors to find the information they need. To maximize the potential of your resources page as a hub for high-value content, consider the following tips:

  • Include a variety of content types: Offer diverse content such as whitepapers, case studies, e-books, videos, infographics, podcasts, webinars, and industry reports to showcase your company’s expertise across various topics.
  • Make it easy to browse: For example, you can organize the page in a blogroll format with filters by topic or content category, allowing visitors to find what they’re looking for quickly and efficiently.
  • Include optimized meta information and tags: Utilize descriptive titles and tags for each resource to enhance searchability and make it easy for users to identify relevant content.
  • Suggest related important content: Create callouts for particularly significant resources, highlighting them on the page and drawing visitors’ attention.

5. Increase Conversions

A resources page can help boost conversions by establishing trust and credibility with potential customers. By providing valuable content, you encourage visitors to take the next step in their buyer’s journey and convert.

To use your resources page effectively for increasing conversions, consider the following strategies:

  • Include clear calls-to-action (CTAs): Strategically place CTAs throughout the page, guiding visitors toward a specific action, such as downloading a whitepaper, signing up for a webinar, or scheduling a consultation.
  • Offer some gated content: Provide in-depth content, such as e-books or webinars, in exchange for contact information. This generates leads for your business and enables you to follow up with potential customers, moving them further along in the buyer’s journey.
  • Design with conversions in mind: Ensure your resources page features CTAs that are clear, concise, and visually appealing. Use contrasting colors to make them stand out on the page, and place them prominently to capture visitors’ attention.

How to Create Your Own B2B Resources Page

When creating a B2B resources page, follow these steps to ensure its success:

1. Determine Your Goals

Identify your resources page’s goals, whether it’s lead generation, increased brand awareness, or establishing thought leadership. This can help you plan and structure your resources page accordingly.

2. Know Your Target Audience

Find out who your ideal customers are and what types of content they will find most valuable.

3. Choose Your Content

Select the content types you plan to feature on your resources page, including whitepapers, case studies, webinars, videos, infographics, podcasts, and industry reports.

4. Plan Your Structure

Consider how you want to organize your content. Options include a blogroll format with filtering options or a mega-navigation menu.

5. Create Your Content

Produce high-quality, well-written content that provides value to your target audience. Ensure each piece of content is relevant, informative, and engaging.

6. Add Calls-to-Action

Promote webinars, demos, free trials, and more to guide users through the buyer’s journey.

Hushly Can Help You Create High-Quality Resource Pages

A B2B resources page is an indispensable tool that offers numerous benefits, including thought leadership, increased web traffic, lead nurturing, content organization, and higher conversion rates. By following the tips and strategies in this guide, you’ll be well on your way to creating a successful resources page.

If you’re interested in tools that will help you create high-quality resource pages, reach out to Hushly and request a demo today.

How Machine Learning in B2B Marketing Helps Businesses

Those who embrace the forward march of technology are rewarded with massive boosts in efficiency and quality. The field of B2B marketing is no exception.

In the past several years, machine learning algorithms have been developed which allow computer systems to mimic human learning on superhuman scales. Researchers and computer scientists are just scratching the surface of the possible utility of these systems, but promising use cases have already been discovered in fields as diverse as healthcare, finance, and weather forecasts.

How can B2B marketers make use of these powerful algorithms to help make their lives easier and their messages more effective?

We’ll discuss what you need to know about machine learning in B2B marketing in today’s guide.

What Is Machine Learning?

Machine learning (ML) is a field of computer science that involves feeding data to computer systems and then using algorithms that allow the system to make predictions or take action.

Machines learn similarly to humans. For example, a young student who is just learning addition for the first time eventually can predict the outcome of any simple addition equation, even ones they’ve never seen before. Machines do the same thing, only far more efficiently.

Computers use complex algorithms to “learn” at a much faster rate than our human brains are capable of. This makes machine learning a powerful tool for automating tasks such as image and speech recognition or fraud detection.

Different Types of ML Algorithms

ML is still a burgeoning field of computer science. In the next several years, new types of algorithms will be developed, each with its pros and cons for marketers.

Here are a few of the most common ML algorithm types today so you can be familiar with their functions and get a feel for how you might use them:

  • Supervised Learning Algorithms: These are trained on data that is labeled by the user so that the variables are known in advance. They are used to make predictions on new data based on what the system has learned from the input data.
  • Unsupervised Learning: These are trained on data that is unlabeled so that the variables are unknown in advance. They can be used to identify patterns within the data without being given specific examples of what to look for.
  • Reinforcement Learning: These algorithms learn by receiving feedback in the form of rewards or penalties based on the predictions they make. They are used to direct a system toward a desired behavior.

How B2B Marketers Use Machine Learning in B2B Marketing

Today, the best uses of machine learning algorithms are for tasks that require lots of repetition and benefit from increased accuracy. The fact that computers can perform these tasks far more efficiently than humans makes them perfect avenues to exploit this emerging technology.

Marketers spend a lot of time on repetitive tasks that can be better performed by a strong ML algorithm. Here are a few examples.

Data Analysis

Perhaps the strongest use of ML is to enable a computer to dig through reams of complex data quickly. Where a human could spend hours combing through information trying to spot patterns, an ML algorithm could accomplish the same task—with better quality—in just a few minutes.

One example of this is sentiment analysis. ML models can analyze customer feedback across any number of channels to gauge sentiment and report on trends. Marketers use this data to drive messaging and even influence product development.

Customer Segmentation

Marketers use supervised ML to better segment customers. By training an ML algorithm on the types of customers the business wants to target, the system learns to recognize them and the best way to reach them.

That’s not the only way ML helps segmentation, however. Marketers also use unsupervised ML algorithms to segment customers for them. This not only leads to better and more accurate segments but also reveals new customer segments that your business wasn’t targeting before.

Optimizing Marketing Campaigns

One key advantage of ML over a human is that the algorithm is far more efficient at learning and recognizing patterns. ML tests far more variables at one time and reports back accurately on its results.

When it comes to designing and optimizing marketing campaigns, this is powerful feedback that allows marketers to home in on the most effective messaging far more quickly than if they were simply A/B testing on their own.

Using ML to optimize and automate marketing campaigns is a quick way to boost ROI and deliver the best marketing campaigns to convert buyers.

Personalization for ABM Campaigns

Hushly is a big proponent of personalized, 1:1 account-based marketing for B2B marketers. The best ABM campaigns are those that are personalized for your targeted buyer. For example, check out our free B2B case study PDF and see how we were able to help NVIDIA personalize its complex messaging.

ML algorithms help the personalization process by learning about your ideal customers and how best to communicate with them. Machine learning models are used to personalize messages and offers, and improve customer engagement to boost conversion rates.

Predicting Consumer Behavior

Your B2B pipeline needs to keep moving. Identifying when customers are ready to make purchases is a big step toward converting them as efficiently as possible so you can begin the process of keeping them as a customer for years to come.

ML algorithms can be trained to predict customer behavior using past data. With incredible accuracy, these systems learn to identify which of your prospects are most ready to buy now based on factors like past purchasing behavior, website interaction, interaction with marketing messages, and even external factors such as holidays or economic trends.

ML can also identify which prospects are likely to churn, giving you the best chance to save the sale or cut your losses and move on to the next.

Optimizing Lead Nurture

A personalized landing page that displays relevant content to your buyer is a simple way to reduce friction and increase conversions.

An ML algorithm can be trained to identify what the best content to display to each buyer will be based on intent data. Then, it can automatically personalize your landing pages so that every buyer receives a rich and contextual buyer journey from the beginning.

The process of optimizing your landing pages will be ongoing as long as buyers and the marketplace keep evolving. ML can help you continually optimize your lead nurturing so you’re always ahead of the curve.

Hushly Provides the Benefits of ML For Your Marketing Operation Starting Today

From personalized landing pages to custom 1:1 ABM campaigns, Hushly has experience helping marketers grow their businesses using proven AI and ML tools.

Our simple-to-use, drag-and-drop system requires no internal developer and can be customized for any buyer within just a few minutes. This results in a scalable, optimizable marketing platform perfect for any business ready to grow. Brands use Hushly to enrich buyer experiences and maximize conversion rates.

Let Hushly create a demo for you today and start seeing the benefits of our platform.

What is Demand Capture?

A powerful tool for B2B marketers and sales teams, demand capture is a method of understanding who your ideal customers are, what they need, and how to target them. Believe it or not, roughly 79% of all marketing leads never convert into sales opportunities. Why? Because too often, brands focus their attention on the wrong people.

Instead of targeting those most likely to convert, they focus on those who are the easiest to get in front of. This is problematic for several reasons, the biggest of which is that it results in low conversions, impacting your bottom line. 

Instead of attempting to reach a broader audience, you need to narrow your focus to target only those who are ready to buy – that’s where demand capture comes into play. 

What is Demand Capture in Marketing?

Demand capture is a method of leveraging data and insights to identify prospects ready to convert into customers. It involves analyzing intent data to find those most likely to convert and then creating targeted campaigns tailored to their needs.

Is There a Difference Between Demand Capture and Demand Generation?

Yes. In a nutshell, demand generation focuses on building demand for your products or services, whereas demand capture is a strategy for actually converting those leads into customers. They’re two halves of the same process.

Source: Taikun Digital

How Does Demand Capture Work?

While approximately 91% of marketers say that lead generation is their top priority, only about 3% of your market is actively buying, with another 56% saying they’re not ready to buy. That means you need to be proactive in identifying who those 3% of buyers are so you can target them with the right information to convince them that you’re the answer to their problem.

The end goal of demand capture is to capture the attention of that small percentage of buyers who are actively looking for a solution to their problem and persuade them to buy from you. The only way to do that is through intent data. 

Intent data helps you understand your customers’ and prospects’ underlying motivations, needs, and interests. It’s collected from various sources, including web search activity, social media interactions, and email exchanges. By analyzing this data, you can uncover insights that can help you tailor your messaging to meet your customers’ needs better. 

Here are some ways you can collect intent data:

  • Use advanced analytics tools that track and analyze user behavior on your website.
  • Use user behavior data to create personas and identify the types of customers you want to target.
  • Use keyword research to uncover trends in search terms that can help you better understand your customers’ interests. 
  • Analyze the conversations and interactions of your customers on various social media platforms to gain valuable insights into their interests, needs, and preferences. 

While demand capture seems like it could be the perfect solution to your marketing challenges, it has its drawbacks, which is why it’s essential to understand the pros and cons of this approach. 

Advantages of Demand Capture

In addition to better understanding customer needs, demand capture can do the following:

  • Help businesses identify new opportunities for growth. By collecting data on customer behavior and interests, companies can uncover trends in search terms and identify new markets to explore. 
  • Personalize customer experiences. By collecting data on customer behavior and interests, businesses can tailor customer messages and offers based on their individual preferences. This can help increase engagement and customer loyalty, resulting in higher conversion rates and improved customer retention. 

Disadvantages of Demand Capture

Some of the disadvantages of demand capture are:

  • Can be costly and time-consuming. It requires businesses to invest in technology and resources to track necessary customer data, which can add up over time. Additionally, it can be difficult to interpret this data and make sense of it to make informed decisions.
  • Can be seen as intrusive. By collecting customer data, businesses can gain access to personal information that customers may want to keep private. This can lead to privacy concerns and prevent customers from interacting with the company. One recent example of this was the debate over the death of third-party cookies in the online advertising industry. While many would argue that these cookies were intrusive and an invasion of privacy, others believed they were essential for the industry’s success. 
  • Can be unreliable. It relies on customers providing accurate and honest information, which may not always be the case. Additionally, customer behavior can vary widely, making it difficult to predict and analyze customer trends accurately.

4 Demand Capture Methods That Work

Demand capture may seem a bit daunting initially, especially if you’ve never given it much thought. The good news? You’ve probably already been implementing some of the most common demand capture methods without even realizing it. 

Here are four of the most common demand capture methods that can help you make more sales and retain more customers:

1. Personalize Your Website for Your Ideal Customer Profile

Personalizing your website according to your ideal customer profile can help you create a personalized experience for your customers, making them feel like their needs are being met and valued. This can increase customer loyalty and engagement, with research proving that your customers are more influenced by brands that make them feel valued, appreciated, and respected. 

2. Build a Positive Reputation

Another demand capture tactic you may already be implementing is creating a positive brand reputation via social media, customer review sites, and forums. Positive word of mouth goes a long way in capturing the attention of your target market. 

Studies show that 90% of all buyers are more likely to convert after reading positive reviews, with 92% of B2B buyers taking it a step further, saying they’re more likely to purchase after reading a trusted review. 

These reviews can come from just about anywhere. Buyers are more likely to trust a brand that has positive reviews from multiple sources, including customer reviews and reviews from well-known review sites. 

Source: G2

3. Paid Search Campaigns

With paid search campaigns, you can target specific customers based on the keywords they use, their demographic information, or even their location. This allows you to reach a highly targeted audience, ensuring that those who are already searching for the solutions you have to offer are seeing your message. 

4. Use Intent Data for Retargeting

Finally, demand capture allows you to take the intent data you’re already collecting and use it for retargeting. Retargeting allows you to stay in front of your audience and remind them of your brand and the services you have to offer. This can be done through display ads, social media, or even email campaigns. 

Demand Capture Made Simple with Hushly

Demand capture is an integral part of an effective marketing strategy, as it provides brands with valuable customer information to help them better understand their needs and preferences. However, it can be difficult to accurately predict and analyze customer trends.

That’s where Hushly can help. Our demand capture tools help ensure that brands can get the most out of their efforts and turn them into success.

Ready to see how demand capture can help your business? Request your demo today. 

15 B2B Growth Metrics Marketers Should Track

A growing business is proof that your practices are working. It keeps you healthy and competitive, encourages investors, and gives you time to identify problems and build solutions to create even more value and growth.

Yet it’s not always easy to tell how quickly your company is growing, or even why. How can you separate your company from the ebbs and flows of the market, customer demand, and the performance of your competitors to generate an accurate picture of your growth?

Welcome to the world of B2B growth metrics.

We’ve compiled this list of some of the most important B2B growth metrics you can track and ways to calculate them.

Measuring B2B Marketing Effectiveness

B2B success is not different from success at other companies. It requires growth, which means you’ll always be looking out for new customers who spend more than your old ones.

You’ll need to know how much it costs to acquire new prospects and how long it will take them to become buyers. You’ll also need to know whether it’s time to focus more on market share or if you can safely enjoy a wave of category growth.

The best way to measure growth is with some key metrics that we’ll recommend today. First, you should understand the importance of category growth and why it should affect the way you read your growth metrics.

Category Growth Metrics vs. B2B Growth Metrics

Category growth is the phenomenon of increasing demand in the category of products you sell. For example, a company that makes bowling balls might take a particular interest in increasing the popularity of the game of bowling to unlock new customers and new revenue streams.

This is in contrast to a company that only advertises to current bowlers and doesn’t try to convert new ones. The first company is engaging in category growth tactics, while the second isn’t.

Why Category Growth Matters

In general, pursuing a category growth strategy is a luxury. But knowing how to track category growth is fundamental.

If your company is growing quickly, but more slowly than others in your industry, you may have a problem competing with these companies when your market is mature (i.e., it stops growing so much).

Tracking your category growth can tell you whether you should be focusing on competition or growth.

5 Metrics to Track Category Growth

Here are five metrics to check on B2B growth vs. category growth.

1. Share of Voice

Share of voice is a very popular public relations metric. It essentially tracks how frequently your brand is mentioned in relation to other brands. If your share of voice is falling despite rising revenues, this may mean you’re experiencing a boom in category growth but falling behind in the competition.

2. Web Traffic vs. Competition

Another way to measure yourself against your competitors is to check on web traffic. How often are customers finding and choosing your content over others? Branded web searches is a similar metric that can be used to find the same information.

3. Backlinks

Backlinks are other websites linking to yours. A high number of backlinks can indicate domain authority and mean that your brand is outperforming others when it comes to brand awareness and reputation.

4. Social Media Followers and Engagement vs. Competition

Once again, if you’re experiencing lots of growth in this area, it’s important to see how well your competitors are faring. The speed of your growth vs. theirs is ultimately what will matter most.

5. Category Sales and Revenue

The most direct way to track category growth is by combining the sales and revenue of all companies in your sector. How quickly is your revenue growing in comparison? This insight can be a valuable indicator of how your company is performing relative to competition.

5 Best Forward-Looking Sales Metrics

These five sales growth metrics are the best way to measure the performance of your sales team, which should directly correlate to your growth.

6. Close Rate

The close rate is the percentage of leads converted into sales. It can be contentious because salesmen will naturally believe that if they didn’t close a sale, it wasn’t closeable. Often, they are right! This means that the close rate is not just a measure of sales performance but marketing as well.

7. Total Sales

You won’t find a KPI that more straightforwardly represents sales performance on a year-to-year or month-to-month basis than a B2B sales report.

8. Pipeline Velocity

How quickly are customers being pulled through the B2B marketing funnel? The more efficient the process of contacting, engaging, and converting customers is, the easier it will be for your company to scale.

9. Customer Acquisition Cost (CAC)

CAC is a measure of how much money was spent turning a prospect into a customer. This is the best metric for determining the ROI of your sales team. It may also be an indirect reflection of lead quality.

10. Sales by Product, Region, or Category

It’s important to parse data to make it more useful. Knowing that your total sales are growing is useful, but what if that growth is mainly driven by a rise in demand in a particular region or for a particular product? Knowing sales by product, region, or category allows you to leverage it to drive growth even further.

5 Best B2B Growth Metrics

These are the metrics we recommend checking to see how your company is growing.

11. Annual Recurring Revenue (ARR)

Recurring revenue is a prediction based on how much subscription-based revenue you expect to earn. You generally calculate ARR by first finding your monthly recurring revenue (MRR) and multiplying it by 12. Your churn rate will affect your ARR and MRR.

12. Churn Rate

Churn is the loss of customers due to failure to renew subscriptions. It’s a direct measure of how useful customers determine your product to be once they’ve used it.

A high churn rate could be cause for concern. You won’t get 2nd chances with most customers, so it’s important to keep churn manageable.

13. Net Promoter Score (NPS)

You measure net promoter score by simply asking customers to rank their likelihood of recommending your product on a scale of 1 to 10.

NPS is simple yet highly valuable. It directly predicts growth, since those who answer with high scores are very likely to recommend you to others. A high NPS score essentially correlates to how much of this free advertising you’re getting.

14. Average Deal Size

This can be measured by individual deals or by specifying a period of time. In the latter case, it’s akin to MRR/ARR. This is a great metric to track when going to market.

15. Average Sales Cycle

You want to know how long it takes to engage with prospects, turn them into buyers, and do it all over again. A long sales cycle is not necessarily a problem as long as it works for your industry. It may also ebb and flow during certain times of the year. You’ll need to pay close attention to this metric over a long period of time.

Product Analytics for B2B Growth is Easy with Hushly

Hushly’s automated customer experience platform collects data from every phase of the customer journey. We use this data to generate important insights that you can use to contribute to the growth of your business.

If you’re interested in a marketing partner ready and able to scale alongside you, contact our team and request a Hushly demo today.

How to Convert More B2B Buyers with Web Content Personalization

It’s not getting any easier for marketers without web content personalization partners to generate high-quality content that resonates with users.

Innovations like adaptive content hubs, content algorithms, and modern SEO practices mean that buyers have an easy time finding information on just about any subject they want to research. This is great for the average buyer, but an overabundance of information can lead to decision paralysis. It also makes it far more likely that below-par, non-personalized content will be ignored in favor of higher-quality options.

This combination of factors creates an environment where only the sharpest content can cut through the information overload. This means well-conceived and executed content, personalized for the buyers who matter most to your company’s growth.

Optimizing your web content personalization is the theme of today’s guide. We’ll explain the concept of personalized web content, why you should care about it, and suggest a few ways you can begin the process of personalizing web content today.

What is Web Content Personalization?

Web content personalization is a marketing strategy that involves tailoring web content to individual buyers. This is generally done by gathering information about the user, starting with things like how that user found the content, and slightly altering your website content to closely match their unique perspective.

In other words, web content personalization is the natural next step after recognizing that B2B buyers, like B2C customers, are individuals with unique concerns, needs, and buy thresholds. B2B buyers are also more likely to perform more research and demand more when it comes to features, availability, and customer service.

Non-personalized content is the way to deliver value to any customer who finds their way onto your website. Personalized content is a step above this, as it tries to deliver unique value to specific customers that your company hopes to form relationships with.

How Do I Personalize My Web Content?

Web personalization tools like Hushly are the best way to personalize web content.

However, if you prefer to do it alone and are interested in some of the best website personalization examples, we recommend starting with these steps.

Create Personas

The process of creating a website personalization strategy should begin with finding the targets of your personalization.

One of the most redeeming aspects of B2B website personalization is the fact that you can invest relatively little time and resources and potentially see a massive return.

You can begin by identifying several promising B2B candidate buyers and creating buyer personas for them. Use these personas to develop a unique strategy for engaging with that buyer. You should focus on details like the company’s niche, its pain points and growth engines, and ways your company can add value to its operation and aid in its growth.

Once you know what message you’re going with, you can start the process of customizing web content based on that campaign and targeting your ideal buyers.

Create Personalized Websites

A personalized website should speak directly to your target audience. This includes major details such as page names, text, and recommended content. These factors should be individualized, addressing the company or even the buyer directly. Letting the company know you’re aware of its place in the ecosystem and may already understand its issue can build trust.

Hushly’s automated web content platform creates dynamic experiences that can be personalized using any element of a webpage, including self-updating text, banners, calls to action, and more.

Use Self-Nurturing Landing Pages

Buyers should find content and educational materials with ease, directly from their personalized landing page. B2B buyers expect to browse your content at their own pace and in a way that makes sense to them. This is only possible when you combine powerful AI analytics with valuable buyer intent data to create truly personalized experiences.

Create an Adaptive Content Hub

Content hubs are places where users can find all of your content at once. They are important because users expect to find your content easily and on their schedule.

An adaptive content hub is the next generation of content hubs. It’s where developers use algorithms to optimize what content is displayed depending on the visitor. This makes it possible to recommend only the most relevant, conversion-driving content your website has to offer to the right buyer at the right time.

Gather Data and Refine

Gathering data is important every step of the way. The more you know about your customer’s behavior, the more you can predict their needs and provide valuable services.

You’ll want to know details like:

  • Content performance
  • Content engagement metrics
  • Conversion analytics
  • Trends and campaign performance

Hushly’s automated web platform is the best way to perfect your content strategy with data-driven analytics and modern AI solutions.

Why is Web Content Personalization Important?

As advancements in AI content generation, marketing, and distribution continue to roll out year after year, the face of content marketing is likely to change.

Buyers are savvy researchers with limited amounts of time. Why should they spend that time searching through a non-adaptive content hub, or hope they’ll skim the right headline if they scroll far enough through a blog page?

Just like in the past, it was once enough to simply create content and wait for buyers to find it. The day has come when it’s no longer enough to create content and hope that buyers don’t expect it to be accessible, valuable, and personalized.

Modern Website Personalization is Critical for Go-to-Market Strategies

Modern go-to-market strategies need to be flexible, durable, and constantly open to refinement. Website personalization is just the latest in a long list of things that go-to-market strategies require to perform well.

If you’re planning on launching a product, you’ve probably already identified an ideal buyer for that product before you began developing it. Why spend the time and effort developing a product to help a business grow, only to neglect to personalize their marketing content when you decide on your go-to-market strategy?

The Benefits of Web Content Personalization

The benefits of web content personalization include:

  • Better content engagement
  • Higher conversions
  • Better customer satisfaction
  • More repeat customers compared to non-personalized content.

A personalized content hub, with smart AI analytics to optimize the feed, will recommend the most relevant content to your most valuable buyers. This is because these buyers are three times more likely to buy more and regret less when information about a product or service is readily available.

There’s also the fact that 43% of B2B customers prefer to not interact with a sales rep at all. This means that, in many cases, the only opportunity you’ll have to educate and convert a customer is through your content marketing.

Personalization is Easy with Hushly

Personalization is simply one more step on the road to perfecting your content strategy.

If you feel you’d rather have an experienced web personalization specialist take on the stress of web content personalization for you, Hushly is ready to partner with you and grow together.

Ready to begin the process of personalizing your web content with an experienced partner? Try Hushly.

What is a B2B Go-To-Market (GTM) Strategy?

Broadly, go-to-market (GTM) refers to the act of bringing a new revenue-generating business practice to the right buyers.

In other words, GTM is the motion of your entire company (or at least the marketing and sales teams) when introducing a new product.

Naturally, there are many moving parts during this. The best GTM strategies match the level of complexity with a level of flexibility and resiliency. A great GTM strategy will bend but not break under the internal and external pressure of introducing a new product to the market.

More than just a strategy for one particular product, a GTM is also a philosophy and a distinct way of organizing your employees into a structure that best suits the needs of your upcoming product launch.

GTM is a complicated subject, so today’s blog will cover just what you need to know to get started on creating a GTM of your own.

What is GTM in B2B?

A GTM is not a single, one-off marketing or sales strategy for a single product launch.

Instead, you should imagine your GTM motion as the form your company takes when it’s about to launch a certain product or revenue source.

This form will need to be malleable to adapt to the needs of each individual launch. On top of this, your GTM needs to be structured in a way that holds employees responsible from the top down.

Ultimately, your GTM should be:

  • A repeatable and iterative process for revenue source introductions.
  • Scalable. In fact, a strong GTM may even answer the question of how to scale your business.
  • A cultural force for your employees to rally around.

Types of GTM Motions

Before we get into the motions, let’s briefly mention the three main parts of a GTM: strategy, planning, and execution.

Each product launch will necessitate different strategies, planning, and execution, as well as a unique mixture of each.

Start by considering how you intend to bring your product to market. Is sales leading the charge with outbounds? Or are you taking a more subtle approach and looking to integrate with partners and scale alongside the ecosystem?

Here are three examples of GTM motion types and how the planning, strategy, and execution look for each one.


  • Strategy: Utilize content marketing to drive traffic to conversion channels.
  • Planning: Since this is a fairly traditional strategy, your organization shouldn’t need to move too much to accommodate it. Still, all players with skin in the game need to be involved in the strategy session. This means having sales and marketing together with senior leadership determine what success looks like before any decisions are finalized.
  • Execution: Your marketing team will generate and capture demand with high-quality content. MQLs will be forwarded to sales for outbound follow-up.


  • Strategy: Become a category leader by introducing a new movement or idea that’s meant to transform the marketplace.
  • Planning: Generating an idea or concept on this level takes decades of experience and knowledge. If your leadership team has something they think can truly change things, it’s time to figure out how to tell people about it.
  • Execution: You’ll need to establish the credibility of an industry leader. Results are king here – legions of happy customers will be all the proof you need.


  • Strategy: Let the quality of your product be the loudest voice in the customer’s head. If you have something customers don’t think they can live without, you’ve got a source of revenue and an invaluable business partnership.
  • Planning: Your product should be made from the ground up to influence customers. A combination of free and paid features can help here – customers will stick around if value is being provided for nothing in return.
  • Execution: It’s so good that users will naturally spend the time to experience the product and use it to facilitate further deals and feature discovery. Sales and marketing should be on hand ready to take advantage of the demand your product will generate for itself.

4 Go-To-Market Strategy Tips

Here are a few tips when creating a GTM strategy from scratch.

1. Resist the Urge to Assign a Single Owner

It’s tempting to eliminate the possibility of “too many cooks in the kitchen” by assigning a single employee to hold responsible for the GTM. We believe this is a mistake.

It’s more important that the entire organization feels the pressure of accountability. Naturally, since more people are involved and being held responsible, there are more angles to consider and more employees to keep happy.

However, this increase in the challenge of people management should be offset by the increased synchronicity of your operation.

2. Be Comfortable Introducing New Roles and Responsibilities

It’s not necessary to change your entire org chart every time you launch a new product. But it is critically important that employees on all levels get comfortable with slightly different roles regularly.

The more each employee knows about how to operate in diverse roles, the easier it will be for them to adapt under pressure. This kind of adaptability is exactly what a strong GTM motion should aim for.

3. Emphasize the Team Nature of GTM

Business is a team game. GTM, being one of the most important aspects of your business, is the ultimate teambuilding tool.

Look at your upcoming GTM motion as an opportunity for your business to prove it belongs. Each employee in your organization should be involved in and aware of the strategy and what they’re expected to contribute. Motivating employees is its own challenge, but you can start by emphasizing the unique nature of the situation (a product launch) from the top down.

4. Choose One Strategy and Stick to It

When faced with such a large decision, it can be difficult to even begin searching for the correct path. This problem will only be exacerbated when you’re involving so many employees from disparate areas of your company, each of whom will bring unique concerns and perspectives.

Don’t fall for the trap of assuming you can perfect a GTM in a board room.

Avoid decision paralysis. Don’t worry about if your GTM motion is perfect – because it isn’t! No plan ever is. Instead of waiting around for the exact right moment, or for when you no longer feel any anxiety or uncertainty about your plan, pick a path and stick to it.

You can and will adapt on the fly as issues arise.

What is a Good B2B GTM Strategy?

Every great GTM strategy should be distinct from all the ones used before it.

The simple reason for this is that no two companies, let alone product launches, are ever the same. No two moments in time can be directly compared. No material conditions are ever identical. Your GTM strategy should follow this principle as well. Bruce Lee once observed that water takes the shape of any container it enters, yet is never anything other than water.

Your GTM strategy should be like water: true to itself but adaptable enough to generate solutions to problems in real time and ultimately take whatever shape is needed to drive growth.

If you’re interested in learning more, Hushly’s Efficient Growth at Scale eBook contains even more information on creating GTM strategies at any scale.

Marketing Pillars of Efficient Growth at Scale

To create an efficient growth model you need to develop a repeatable, scalable motion. And know your ‘Why’. Why should your buyers care about your company? Why did you create this product and what problems does it solve? Understanding your ‘Why’ will be the catalyst to your entire go-to-market strategy. 

Luckily, marketers have started to see a shift in growth at all costs to efficient growth based on data-driven, scalable marketing. There are big trends in the market supporting this shift — most of which focus on how to drive predictable pipeline and revenue generation with the adoption of technology, data, and prioritization of the buyer’s experience.

Source: GTM Partners

The key to driving efficient growth is to orchestrate well-timed and personalized experiences that meet the needs of the prospective buyer – where they are in their journey – reduce friction and build relationships. There are two key marketing pillars required to drive efficient growth: content and experience. Read on to see exactly why without investment in these two areas it will be tough to develop a repeatable, scalable motion.

Pillar 1: Content 

66% of marketers
are devoting more budget and resources to content
this year than the last – according to HubSpot.

Content is more imperative than ever. And you need to have it for every stage of the buyer journey. But, your content can’t just be content for the sake of content. You need to establish the right message for the right people at each stage of the buyer’s journey that maps back to your “Why”. 

Gartner does a great job illustrating how complex the B2B buyer’s journey is and why you need to ensure you have the right content to answer questions across every channel and stage. In fact, the research found that customers who perceived the information they received from suppliers to be helpful were 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret.

source: Gartner

There are three core components to developing a content strategy that drives efficient growth. 

Step 1: Identify topics and keywords

Understand what your audience cares about by looking at the data. What are they searching for at each stage that’s relevant to your “Why”. It’s really important to dig into keywords you are tracking and prioritizing. Your keywords will be used for several things like, capturing intent data, SEO strategy, and ultimately developing your content pillars. Remember the old adage “Crap-in, crap out”? Well it definitely holds true here, so take the time to get your keywords right!

  • What words, phrases etc. Start by thinking about what you’d seach for if you were one of your persona’s
  • Interview customers and talk to other people your company
  • Once you get a long list, do some research to see what you’re missing.

Step 2: Establish content pillars

Leveraging intent data provides great insight into what your target accounts are interested in, especially in relation to your product and solution offerings. If you don’t have an intent data provider, no problem! Go back to your keyword list and make some assumptions based on what you know. You could also try a free tool or Google Search Console to see what keywords users used to get to your website.

source: Hushly

Once you know your top keywords and topics you need to tie them back to your product and value prop and establish “Content Pillars” or themes.

source: Hushly

In this example, you can see that the organization offers B2B growth marketing solutions, and that their target accounts are showing intent for keywords such as ‘B2B Growth’ and ‘Marketing Growth.’ Do this exercise for your business and develop pillars that can support both your inbound and ABM strategies.

Step 3: Create a content matrix

Now that you have your content pillars you will need to map out the different types of content you need for each stage in the buyer’s journey, personas, and channels.

source: Hushly

Pro Tip: Most content can be turned into multiple formats with varying degrees
of depth according to the persona and stage in the buyers journey.

Hopefully, you have existing content ou can leverage, but now is a good time to inventory what you have and find the gaps you have. A lot of businesses tend to have more top of funnel content but not enough for the mid and bottom of funnel. 

The best thing about having a content matrix is when you are planning marketing campaigns you can easily pull it up to see what you have to leverage and where you need to make more investments. 

Pillar 2: Experience 

“To put it bluntly, if a buyer doesn’t like the way you
interact with them, they will go somewhere else.”
Sangram Vajre, Founder at GTM Partners

Every step in your buyer’s journey is an opportunity to delight your prospects and make doing business with you a pleasure. That’s why it’s so important to examine each step and think about how you can better enable your buyers. Where are the points of friction and how can you alleviate them? Make every interaction

purposeful and as frictionless as possible!

The best way to understand what experiences you need is to map the content you have to the touchpoints and channels you plan to deliver it on. This should allow you to easily identify what experience you need to build.

source: Hushly

Then from there, you should look to the following areas to improve the experience.

  1. Use intent data.
    In order to understand what your audience is looking for and what buying stage they are in you need to know what they are doing behind the scenes. 
  2. Inspect what you expect.
    All of your paid and earned channels should be driving your audience to your website. Evaluate what your audience is seeing when they get there.
  3. Create dynamic landing pages.
    Using the content matrix and taxonomy you developed plus advanced technology like Hushly, you can dynamically serve up a content experience that is highly relevant to your audience.
  4. Ungate content & utilize smart forms.
    These days, most of your content should be UNgated! Be sure to consider the type of content you are publishing before putting it behind a form. If you do have to use a form don’t ask for information you don’t need. 
  5. Be sticky!
    After you’ve done all the hard work of getting someone to your landing page keep them there! Perscribe content to read next and answer questions on the spot with live chat. Make sure people are finding what they are looking for and more when they are there.

We know it can be intimidating to put together an experience that is both repeatable and scalable. The good news is, there is technology and data to support us in making it happen. As we think about the buying experience, we like to design always-on programs that are in sync with your buyers needs. 

It is our job as marketers and sales teams to meet potential buyers where they are in their journey with helpful, relevant information. Leverage content and reduce friction to make it easy for buyers to discover what they need to make an informed buying decision.

source: Hushly ABM Experience

By leveraging tools like Demandbase, RollWorks, 6Sense Zoominfo or Bombora for intent data and buyer experience and conversion platforms like Hushly you can dynamically personalize your website, ABM pages, and campaign destinations in real-time. You can personalize things like:

  • Showing target account logos
  • Copy and graphics
  • Videos 
  • Swap out content by persona, account, industry, etc.
  • Providing the right account reps contact info
  • Messaging by stage of the journey

Investing in the experience does require the right resources and technology. But once you have it in place, you really can build a single page and scale it to thousands of your target accounts. This is really where you start to see efficiencies in your marketing efforts. 

Pulling it all together

Using the right technology coupled with a strong content strategy allows you to create a relevant, and scalable content

experience that will both educate and move prospects along in the buyer’s journey faster and more efficiently.

Without a content strategy and the right technology, the chances of a disconnected and inconsistent experience are high. However, when creating a content strategy, the tendency of many businesses is to create a lot of content and put it all out there (behind a gate) for prospects to consume after they give you their contact information.  And then send a BDR, or Sales Executive after them to try and get a meeting. This experience creates low conversion rates, missed revenue targets, and poor brand perception.

Increasingly, we are learning that prospects are looking to simply figure out how to do things better, and get results. They buy products with the result in mind. They do research to uncover what their options are and how they work. They are pulled in many directions so when it’s hard to find what they are looking for they will bounce and go somewhere else.

Marketing teams that create meaningful, personalized content experiences, in a repeatable, scalable way – will win the hearts, minds, and wallets of the customer. It’s time to create a better buying experience in the name of efficient growth!