Secureworks-content-strategy-guess-changer editor’s note: kira mondrus is a finalist for 2017 content marketer of the year. We’ll share ideas from all cmy finalists on the blog before the winner is announced at content marketing world in september. Poor content marketing is often built on the shaky foundation of assumptions and generalities. Creating detailed personas Senegal Phone number and accurate buyer journey maps takes time, effort, and resources, and it often seems easier to skip those steps and jump straight into writing generic blog posts. Bad targeting, however, leads to bad results, as kira mondrus, global marketing director of secureworks, knew when she joined their team in 2014. Not wanting to engage in content marketing without personas, useful course maps or attribution data, she set about building a solid foundation to work from. Engage in #contentmarketing with helpful kiramondrus personas, journey maps and attribution data.
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Tweet his Senegal Phone Number List team now references their characters and journey maps daily, continually refining and expanding them as they learn more about their audience. They can also measure their impact on the business and offer personalized content. This well-oiled content engine has now become central to secureworks’ success, and it also earned kira a nomination for content marketer of the Senegal Phone number year. When visibility is not enough kira realized early on that marketing was hampered by a lack of visibility into its impact. Its initial metrics requests yielded marketing qualified lead (mql) information passed to sales and little else. The relationship between the content and the bottom line was invisible. Also, while there was a marketing automation system in place.
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It was clear that better data, progressive profiling, and personalized lead management were needed, but kira wasn’t willing to stop there. “we didn’t just Senegal Phone number want exposure, we wanted impressive results,” she says. “That’s why we’ve embarked on a complete transformation, becoming more buyer-centric and putting our audience at the heart of all our content.” part of this process was to remove the mindset from the campaign and create a perpetual demand generation engine. Leaders didn’t realize the magnitude of this change, but they recognized that marketing as a function had been overlooked and now needed Senegal Phone number serious attention. A few years later, marketers can quantify their revenue contributions, showing that when they’re involve.