When the lead had already been generated, for some reason all that maturity, precision, and personalization falls off the map. When it comes to content used by sales teams to move the buyer close to a deal, gone is the intricacy. Data-backed insights for future improvements? Forget about it.
A recent survey Seismic conducted with over 200 B2B content marketers in conjunction with MarketingProfs confirms this: 72% percent of respondents said that they are personalizing marketing content on a persona-based or industry-specific level, but only 18% are equipping their sales team with that content in an effectively organized manner and are ensuring that such content remains updated and on-brand.Instead, 23% of respondents are feeding content to sales teams through various disconnected siloes and 16% wait for one-off requests for content from sales. Meanwhile, a whopping 13% have no process in place for enabling sales with content and an additional 11% didn’t even know if they had a process in place or not.