内容营销协会（CMI）：2023年需求衍化型内容营销研究报告（英文版）（20页）.pdf

1、2023 CONTENT MARKETING FOR DEMAND GENERATION SURVEYMARKET BRIEFTHE STRUGGLE TO GENERATEDEMAND FROM BUYERSIS YOUR COMPANY GENERATING DEMAND,OR JUST IDENTIFYING IT?Marketers in 2023 need more confidence in using content marketing for demand generation.New market realities are shifting priorities forsu

2、ccessful content marketers.BY ROBERT ROSEChief Strategy Advisor,Content Marketing Institute2 2WHERE DOES YOUR CUSTOMER JOURNEY START?B2B marketing teams face an increasingly complex challenge these days.When they ask for more money and resources for demand generation programs they often hear,“We don

3、t have the budget for that.”“Now,wait a minute,”you might say.“We have budget for demand generation.In fact,it seems like demand gen for leads is the only thing we have budget for these days.”This is part of the problem.Demand generation means actual demand generation,not mid-funnel,inbound lead gen

4、,nurturing,or sales enablement.These are essential programs,but they are“demand identification”tactics,where marketing teams promote content to buyers already searching for solutions to their needs.The goal is to attract prospects who have realized they need change but have yet to determine the best

5、 option to facilitate that change.In a word that might sound familiar,we are trying to nurture their decision in our favor.Actual demand generation is different.It happens when prospects dont realize they have a need or want.The marketing goal at this point in the customers journey is to convince th

6、em they should embark.Marketers attempt to manufacture demand where little or none exists.When marketers talk about the“customers journey,”they must realize there is a step before customers enter their sphere of influence.Marketers must design the experience that creates the desire for customers to