More than half of demand-generation operations don’t follow the best practice of segmenting their activities by personas.
To create valuable demand-generation content, brands should reorganise their content creation strategies and segment their content based on buyer personas. 51% of marketers focus on content creation efforts in the early stages of the buyer’s journey, while 24% of marketers don’t segment demand-gen activities by personas.
Majority of marketers said they gleaned the most value from content in the early stages of the buyer’s journey. Despite 77% of companies considering content as an important part of their demand-generation effort, only 17% of content was created for the last stage of consumer’s journey.
The author contends that brands should rethink their demand-gen approaches. They should invest in the long-term demand-gen marketing strategies with aligned goals and a dedicated team for improved outcomes.
[5 minute read]