Aberdeen Demonstrates ROI of Content for CX

May 09, 2019


BEST PRACTICES SERIES

Aberdeen, a research firm and intent-based sales and marketing solutions provider, supported by Kapost, recently released new research showing best-in-class B2B firms significantly benefit by executing on consistent, intentional content strategies supporting end-to-end customer experience (CX). Best-in-Class firms see 48% greater customer lifetime value (LTV) and nearly 300% greater year-over-year improvement in customer effort scores.

Aberdeen surveyed sales and marketing executives to determine the impact of optimizing content. The leading analyst who authored the report, Omer Minkara, defines content optimization as “coordinating a content strategy that enables seamlessly managing the end-to-end content lifecycle (planning, creation, distribution, management, and analytics) in alignment with the customer experience strategy.” Firms that intentionally manage the end-to-end content lifecycle see higher annual and net-new revenue, shorter sales cycles, and greater revenue from customer referrals.

This research also surveyed executives on the operational building blocks that set Best-in-Class performers apart from their average and laggard peers. The tactics they use to tailor content used across the customer journey while maintaining consistency of the customer experience include: creating cross-channel customer data records enriched with third-party data, AI-enabled content recommendations, and enabling customer-facing teams with templates for rapid personalization.


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