Content may be the proverbial king online. However, qualitative content alone may not be adequate for contacting and nurturing assorted web audiences. The key to effective engagement and conversion lies in, a) the ability to tailor activities to each audience’s particular situation, and b) gathering as much audience profile information as possible. Efficiently fulfilling these two criteria helps an organization generate and render relevant content that wins favor with audiences.
In a paradigm shift today, content is displaced by user context as the lynchpin of online strategy. Engagement with today’s B2B buyer calls for being in the moment, active listening and being relevant with demand generation activities. In the absence of an integrated approach to target prospects with contextual content and consolidating sales efforts in bending moments, prospects are easy to get lost on competitors.
In a paradigm shift today, content is displaced by user context as the lynchpin of online strategy. Engagement with today’s B2B buyer calls for being in the moment, active listening and being relevant with demand generation activities. In the absence of an integrated approach to target prospects with contextual content and consolidating sales efforts in bending moments, prospects are easy to get lost on competitors.
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