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Half of B2B Content Marketers Are Using Technology to Gain Audience Insight


Fifty-six percent of B2B (business-to-business) content marketers are using technology to gain insight into audience preferences and behavior, according to a report by the Content Marketing Institute.

The report in question, The B2B Content Marketing Benchmarks, Budgets, and Trends - North America report, is a compilation of insights provided by B2B content marketers in North America. Each year, the Content Marketing Institute sets out to survey content marketers worldwide about a range of topics, and they collect all insights into handy decks. They are now in their ninth year.

While the report covers a variety of marketing topics from strategy to SEO, it also touches on the impact of technology in the jobs of content marketers everywhere.

The role of technology in marketing

Like most industries, marketing relies heavily on technology to make informed decisions and streamline processes.

While marketing still revolves around the 4 Ps (Product, Place, Price, Promotion), now there's no reason not to get the right product, place, price, and promotion. Because of technology, marketers can collect and draw insight from valuable data, and then use this to provide a better experience for clients and customers.

For example, if you're a B2B marketer trying to promote a new software your company has developed, you can use technology to collect information about your potential clients (demographics and preferences) and then design a marketing strategy based off the insight.

While this is actually a task you can achieve without the help of technology, it will be so much easier if you had the tools to, say, monitor your target market's preferences through social media, automate your messages through communication platforms, and use artificial intelligence to regularly engage your audience without fail.

The key word here though is personalization. While traditional marketing relies on batch-and-blast messages, technology allows marketers to have a relevant one-on-one conversation with their target market, whether that's through targeted content, personalized email, or AI-powered chats on social media.

Using audience insight to deliver relevant content

There's so much talk about Big Data these days, but how does this apply to content marketers? Well with enough insight on how your audience thinks, acts, and behaves, content marketers can create relevant and timely content that is sure to speak to their customer base.

And this goes both ways. While content marketers will rest easy knowing that they've prepared something useful, customers will feel grateful and valued, noticing that their needs are actually being addressed.

Take that a step further, and not only will customers have access to the right content, but they'll also get it at the right time. Technology makes this possible as well --- there are targeted email campaigns, triggered text messages, and even a push notification ad network. All these strategies are put into place to deliver relevant and timely content.

Technology makes life easier, and it does the same for content marketers and customers alike. There's nothing like getting the right recommendations after watching a show online, receiving an email after patronizing an online store, or getting a timely notification from an app you've been using a lot.

Getting the right message at the right time makes one feel heard, and content marketers are definitely jumping on the bandwagon in order to achieve that for their audience.


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Published Thursday, March 21, 2019 8:37 AM by David Marshall
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