Opportunity

1. Insights from interactive content close business and boost marketing’s profile 2. Content marketing platforms accelerate success in more ways than expected

OPPORTUNITY 1

Insights From Interactive Content Close Business And Boost Marketing’s Profile

While aligning content and insights strategy with sales’ needs is an ongoing B2B imperative, interactive content that provides buyer insights helps address some of the top challenges faced by firms today.² It meets the dual goals of:

Business growth, as a result of higher conversion rates, from improved lead generation processes and accelerated lead nurturing.
Raised standing of the marketing team, by connecting marketing activities to business impact, proving ROI, and elevating marketing’s role in closing business.

Interactive content represents a key route to buyer understanding and thus effective, data-driven marketing.

Base: 214 B2B marketing and sales decision makers in the UK and US who are knowledgeable about or responsible for their firms’ content needs and strategies
Source: A commissioned study conducted by Forrester Consulting on behalf of Turtl

OPPORTUNITY 2

Content Marketing Platforms Accelerate Success In More Ways Than Expected

The vast majority (80%) of firms have implemented some type of content marketing platform, including those that provide interactive experiences. By working with content marketing platforms, firms can:

Improve production processes through democratizing content, improving collaboration, and increasing speed of production.
Ensure content makes a measurable contribution to business outcomes. Enhanced content performance and improved audience segmentation/targeting lead to higher-quality leads, supporting the sales teams to close business.

Firms that have already implemented a content marketing platform reported a greater number of benefits compared to benefits expected by those planning to implement.

Base: 203 B2B marketing and sales decision makers in the UK and US who are knowledgeable about or responsible for their firms’ content needs and strategies
Source: A commissioned study conducted by Forrester Consulting on behalf of Turtl