HELLO Philippa, THANKS FOR VISITING
We're getting in touch because we're fans of Alfresco and we think we may have something to offer your marketing efforts.
We've taken a look at some of your available content and how you're using it through Marketo (as far as it's possible to see from the outside). The good news is that you're already doing some great stuff. The better news is that there are a number of ways you could be getting more from your activities.
We've highlighted some initial thoughts below.
3 things we think you're doing well
Your use of video customer testimonials is great, showing that prospects will be in good company when they select Alfresco. (We'd suggest making them a little more about the customer's issues but that's an easy fix.)
You've got Marketo in place and you're being smart about what you gate and what you don't. The question is: Do you have a structured way to run a content-led demand generation programme to prospects?
Your library of third-party analyst reports is impressive. They give instant credibility around your offering and should perform well as gated assets. It is, however, a little difficult to find Alfresco's voice in all this.
3 areas where you could get better results
We'd suggest developing more original Alfresco content. You have some but it is quite well hidden on the site (eg at the end of the industry pages). This will ensure prospects get a better idea of what you believe in and what it's like to work with you.
Your current content tends to sit either at the top of the funnel (analyst reports) or at the bottom of the funnel (case studies), you don't have much mid-funnel content to help prospects solve their problems. This is often the highest performing material you can create.
There is not a great deal of interactive content available. Using tactics such as benchmarking tools, quizzes, ROI tools etc can help drive greater engagement and give your sales teams valueable information about your prospects.
Why should you listen to us?
We'll keep this short, you're busy after all.
Considered Content is an outbound B2B marketing agency that creates customer-focused, content-led campaigns for demand generation. We structure these into content cycles that align to key stages in the customer buying cycle, removing the friction that holds so many sales back. And because we focus on campaigns, you can quickly and easily see what's working and the tangible results you get for your investment.
Our team has worked with a huge variety of companies across the B2B, technology and professional services sectors. There is no level of complexity in either product or sales cycle that we're uncomfortable with. In fact, we specialise in making the complex simple and compelling.
Some of the companies we already work with
You can see a range of the content we've created for them over on our work pages »
While we may have got your attention, we're not going to cold call you or stalk you. That's not our style.
Feel free to check out our site and see how we approach content-led marketing. Then, if you like what you see and fancy a no-strings-attached get to know you coffee, we'd love to talk. Email Sarah Platts at firstname.lastname@example.org and we’ll arrange a time.
Speak to you soon.