Some important statistics to bear in mind before we begin:
- Content marketing costs 62% less than traditional marketing efforts and generates three times as many leads. (Source: DemandMetric)
- Organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates. (Source: MarketingProfs)
- Content marketing generates over three times as many leads as outbound marketing and costs 62% less. (Source: Content Marketing Institute)
- 72% of salespeople who upsell report that it drives up to 30% of their revenue. (Source: HubSpot)
- Companies that prioritize content marketing efforts are 13 times more likely to see positive ROI. (Source: DemandMetric)
As organizations continue to prioritize sustainable revenue growth, the role of Chief Revenue Officer (CRO) is becoming increasingly relevant. RevOps optimizes a company’s complete revenue cycle by using technology and platforms to streamline internal processes and provide visibility throughout the customer lifecycle.
However, building a RevOps plan that drives revenue can be challenging. The alignment of sales and marketing is key to its success. Research has shown that marketing is often neglected by CROs who are more likely to manage sales than marketing, which can result in the exclusion of important business functions, such as content marketing, from the RevOps conversation.
Why Content Marketing Should be a Priority in RevOps
Content marketing is a critical component of a successful RevOps plan, as it is the fuel that helps fill and nurture the lead funnel. Statistics have shown that content marketing costs 62% less than traditional marketing efforts and generates three times as many leads [1]. Content marketing is often the first touchpoint for prospects in their customer journey, and it’s essential to consider this initial interaction in RevOps planning.
For example, a lead may come across a blog post on a company’s website through a search query, subscribe to the blog, and eventually connect with the sales team for a software demo. Content marketing efforts should be the catalyst for driving sales in scenarios like this, and aligning marketing with RevOps will allow companies to identify and optimize these wins. With data-driven insights into the topics that draw quality leads, marketers can create a content strategy that is optimized for revenue growth.
Content Marketing Can Help Nurture the Lead Funnel
The role of content marketing doesn’t end at filling the lead funnel. It’s equally important in nurturing leads and increasing conversion rates. For example, if sales reports indicate low conversion rates despite a high number of monthly demo requests, content marketers can collaborate with sales to develop helpful initiatives. By creating a series of content marketing emails, the sales team can answer common questions about the software before the demo, making the prospects feel more prepared and the sales team more efficient.
The same thought process can be applied to other stages in the customer journey. For instance, when a lead moves from the demo stage to signing up for a free trial, they can be supplied with videos showcasing the software’s most popular features, which will help them get the most out of their trial and see the value in being a long-term customer. With improved collaboration between departments, the company now has a fully-optimized flywheel that they can confidently manage and scale for the future. The result is a cohesive team working together to protect and grow their margins, resulting in increased revenue and better relationships with clients.
Content Marketing Can Nurture Customer Relationships
In addition to driving new business, a significant portion of revenue growth comes from nurturing relationships with existing customers. A HubSpot survey of more than 500 sales professionals found that 72% of salespeople who upsell reported that it drives up to 30% of their revenue [2]. By providing valuable content to your target audience, you can build trust and establish yourself as an authority in your industry. This can lead to repeat business, positive word-of-mouth, and increased customer loyalty. With content marketing, you can create a content strategy that addresses the pain points and needs of your customers, delivering them relevant information and insights that keep them engaged with your brand. Whether it’s through email newsletters, blog posts, social media, or webinars, content marketing is a valuable tool for nurturing customer relationships and fostering customer engagement. This helps to keep your customers informed and engaged, which can result in repeat business, increased customer lifetime value, and improved customer satisfaction. By consistently providing your customers with relevant and valuable content, you can build strong, long-lasting relationships with them, which will ultimately lead to increased sales and revenue growth.
Overall, it’s clear that content marketing plays a vital role in the success of RevOps. By focusing on data-driven content strategies and collaboration between teams, companies can optimize their entire revenue journey and achieve sustainable revenue growth.
Sources:
“Marketing and Sales Alignment: An Overview.” HubSpot.
“Why Upselling Is 20 Times More Effective Than Cross-Selling.” Invesp.
“The ROI of Content: How to Measure the Value of Content Marketing.” Adobe.