Now days, the B2B marketer has learned that today's B2B buyers are embracing a digital-first strategy. Now, they do research on their own time and in their chosen digital channels, using clandestine approaches. Purchasing is becoming more difficult for consumers, since there are more touchpoints and a higher number of people involved in the decision-making process.

In other words, B2B marketing must adapt to the new world of buyer-driven B2B. They must use a Precision Demand Marketing approach that is customer-driven, multichannel, flexible, and exact at every stage of the funnel.

Content syndication, for example, may benefit from a shift in focus to make it more buyer-driven and productive. This channel has long been used by B2B marketers as a means of distributing their material to a large number of potential customers, but they've typically failed to prove its value. Poor data quality, different systems, and difficulty scaling are all common gripes about content syndication, according to these people.

Content syndication, on the other hand, gives marketers the ability to reach the largest possible share of their addressable market while still ensuring that only publishers who are a suitable fit for their brand are included in the distribution process.

The following four stages can help you improve your content syndication strategies:

Remove poor lead data

When seeking to establish a relationship with their customers, B2B marketers face several obstacles, the most significant of which is data. A lack of clean data compromises relationships with sales and management since it is difficult for many marketers to gather, update, and retain this data. It's difficult to run high-volume lead generation campaigns without a system in place to screen and reject faulty leads, resulting in manual effort from marketing operations, delays in lead delivery to sales, and low lead quality.

Is there a solution to this problem? Implement measures to keep data clean and usable, such as data prioritising. It's important to focus on sales enablement and buy-in, as well as solutions that reject poor leads in order to preserve and optimise expenditure and balance early funnel prospects.

Aim with pinpoint accuracy

Targeting customers precisely necessitates high levels of data quality and trust.

To be successful in today's buyer-driven, persona-based marketing environment, B2B companies must focus even more intently on their ideal client profiles.

Is there a solution to this problem? Make sure you're using technologies that let you properly target your ICP so that you're only paying for traffic that's relevant to your content syndication efforts. The more you know about your customers, the better you can anticipate their needs. Learn as much as you can about your consumers, you can tailor your offerings to meet their specific needs.

Connect and centralise sources

When it comes to marketing efforts, many people can identify, but few realise that there is a better method. It is time for B2B marketers to break down campaign silos and cease manually managing an ever-increasing number of channels.

Is there a solution to this problem? A multi-channel perspective of where and when potential customers are engaged can help you discover which sources are most effective in reaching your audience. By integrating these channels, you may provide customers with a superior experience and increase income. We must consolidate demand performance, compare outcomes, and optimise spending in order to have genuine visibility into performance.

Initiate omnichannel interactions.

Finally, in order to produce high-quality leads that convert, B2B marketers must choreograph the buyer's journey by guiding prospects and creating meaningful connections with them.

Make sure to create unique strategies to establish trust with each buyer or executive sponsor after this step. Incorporate digital methods such as conversational user interfaces into your marketing efforts. As live events make a comeback, use this strategy to your advantage.

The bottom line

For marketers, content syndication is still a vital route. Precision Demand Marketing is a chance for marketers to update and polish a channel that truly works, despite the fact that faulty data, unactionable leads, and scalability challenges have taken a toll on its popularity in recent years. B2B marketers can prosper in this buyer-driven, multichannel strategy to content syndication with the proper technology that places data governance at its centre. If you would like to find out more, please contact us today.