Research Shows New Opportunities for Content Marketing to Boost Sales Performance

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ion's ground-breaking product functionality, Sell-Side, uniquely addresses communicating the buyer's interactive journey to the sales team. It reduces the disconnect, lost momentum, friction and redundancy that currently disrupts a buyer's transition from marketing to sales.

Research Shows New Opportunities for Content Marketing to Boost Sales Performance

Marketers expend tremendous effort and resources on collecting digital body language that simply doesn’t work for sales teams. Click for a larger image.

…only 22% of sales teams using digital body language all or some of the time.

ion interactive, provider of interactive content marketing software and services, released research conducted by Demand Metric that shows the need for more meaningful prospect insights that result from a web visitor’s interaction with content marketing.

As content marketing continues to grow in strategic importance, organizations struggle to provide meaningful insights on prospect content consumption to sales teams. “Digital Body Language” is the most common way this information is surfaced to sales, via tracking done with marketing automation platforms. 

But while there is a wealth of digital body language for sales—data such as pages viewed, emails clicked and files downloaded—that is pushed into the CRM by marketing automation tools, it is limited in context and usefulness.

Digital body language surfaced from marketing automation into the CRM tends to be noisy, open to interpretation and generally the same for most prospects. This results in poor adoption, with only 22% of sales teams using digital body language all or some of the time.

…only 22% of sales teams using digital body language all or some of the time.

What sales people actually want to receive about a prospect is a far more robust lead profile, helping to illuminate potential buyer needs, pains, challenges, readiness and fit. The Demand Metric data reveals that digital body language doesn’t provide the desired level of prospect insight for sales professionals. The report showed that with the exception of contact and firmographic data, most sales teams are not getting the actual information they want about prospects:

And a stunning 62% of respondents indicate that access to this type of information would yield higher close rates by 10% or more:

And yet, few organizations are deploying the types of digital content experiences that would enable more meaningful prospect insights to be surfaced to sales—calculators, assessments, solution planners, quizzes, etc: 

This type of content would provide the very same information that sales is indicating they need—readiness, fit, challenges. Obviously, there’s an opportunity to bridge the gap between the content that marketing organizations are creating, the digital trail that visitors leave behind as they interact with content, and surfacing the resulting behaviors and insights in a meaningful way for the sales team.

With this in mind, ion interactive added significant new functionality to its software that allows a sales professional to extract meaningful insight from prospects that interact with content marketing experiences. The feature, called Sell-Side, was launched so that a salesperson can engage in more relevant conversations with prospects based on their content interactions, showing a visitor’s digital trail in a visual and meaningful way, with contextual support from marketing delivered natively in the sales interface. 

With Sell-Side a salesperson can see how much interactive content the prospect consumed, which sections and topics of content they interacted with, how they answered questions in an assessment or quiz, what prices were calculated and more, all delivered via a single link in the CRM. 

“Modern marketing departments aren’t lacking data. But they are lacking meaningful ways to surface relevant prospect data to sales teams. We all need to do a much better job collecting and surfacing meaningful insights that sales can actually use to accelerate pipeline and increase deals won,” said Justin Talerico, ion’s co-founder and CEO. “One of the things we love most about interactive content is that the data and insights it generates are fundamentally different from the standard clicks, views and downloads. It’s descriptive of what the prospect intentionally expressed as they interacted with an experience—it’s products configured, prices calculated, quizzes taken. We can communicate those interactions to sales to help them pick up the personal dialogue right where the digital one left off.”

Interested in seeing where you stack up against the Demand Metric Digital Body Language report. Check out the Digital Body Language Report Card for your results. 

ion interactive empowers modern marketers to rapidly produce engaging, interactive content that stands out while generating more leads, of higher quality and richer prospect profiles.

Produce stunning content marketing experiences across your social marketing, email marketing and advertising campaigns using our scalable, agile interactive content platform. Powerfully creative, gorgeous and highly interactive experiences can be produced, tested and measured without development. ion’s assessments, quizzes, lookbooks, ebooks, interactive white papers, calculators and more are used to differentiate brands, increase engagement, boost revenue, improve conversions and enable sales.

Shaun Williams
ion interactive

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Shaun Williams
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