The first rule of today’s B2B marketing is to be relevant. Marketers increasingly need to tell tailored narratives and produce content assets that really speak to their prospects. For example, showing a healthcare prospect content directly related to the health care industry has the most impact and significance to that segment. New tools like social media and marketing automation have only amplified the need for the type of content that will speak clearly to target markets.
Building out a content matrix with offerings for each part of an organization’s segmented populations can be an intimidating and time consuming task. How does a marketer create content offers for each cell in its content matrix?
With this in mind, we’re pleased to announce that we have added crosstabbing functionality to TechValidate in our latest release. Crosstabbing allows TechValidate users to quickly filter customer responses by key characteristics and then publish assets tailored specifically to that sub-segment. With the same quick, easy, single-click approach to publishing, our clients are able to create highly relevant statistics to leverage in their lead generation and nurturing campaigns, sales processes, marketing and social media projects.
It is now possible to create content segmented by the following filters in the TechValidate application:
Filter by vertical segment.
• Company size
Present data by company size.
• Job function of respondent
Show data by role.
• Response to another question in the outreach
Cross tabulate respondents by what they answered to another question in the survey and create content assets that align to solution or usage at a click of a button.
This new functionality has already allowed our clients to create content that speaks specifically to each segment of their market. The dreaded content matrix can now be quickly covered with third-party authenticated marketing assets – all sourced from what customers have to say. You can now build out your content matrix in a fast, easy, and maybe even addicting way.