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Create Assets to Accelerate the Buyer Journey

Increase high-quality leads and drive revenue with a data-driven asset strategy.

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Thought Model: Create Assets to Accelerate the Buyer Journey

Member Challenge

Content marketers without the right asset strategy experience the following:

  • Poor conversions and low engagement from existing assets.
  • Assets that focus on the product instead of the buyer’s needs.
  • High customer acquisition cost (CAC) and poor-performing campaigns.

Our Advice

Critical Insight

Buyer journey interviews, outreach cadence, and A/B testing are essential for successfully designing and activating your lead magnets. Data-driven assets deliver value to the buyer, accelerate their journey, and lower the CAC-to-LTV ratio.

Impact and Result

Using the SoftwareReviews methodology, content marketers will use a data-driven asset strategy to:

  • Benchmark current asset performance.
  • Retire outdated and low-performing assets.
  • Identify the right asset type, the right delivery channel, and the right cadence to move valuable buyers through their journey.
  • Test and optimize assets and paid campaigns.

    • Research & Tools

    Name Actions

    1. Create Assets to Accelerate the Buyer Journey Storyboard – A deck to help content marketers create an asset strategy that accelerates the buyer journey.

    This storyboard helps content marketers increase high-quality leads and drive revenue with a data-driven asset strategy.

    Name Actions
    Create Assets to Accelerate the Buyer Journey Storyboard

    2. Asset Effectiveness for B2B SaaS Companies – A comprehensive cheat sheet for the buyer journey.

    This is a guide that content marketers can use to build the asset journey with the right data to accelerate the buyer journey. It can also be used to communicate the elements of the data and the strategy with your organization and, specifically, the stakeholders.

    Name Actions
    Asset Effectiveness for B2B SaaS Companies – A Comprehensive Cheat Sheet

    3. The B2B Cadence Formula Worksheet – A workbook that content marketers can use to build the asset journey.

    This workbook is designed to help content marketing leaders collect and aggregate qualitative data on the buyer's asset and channel preferences, decision touchpoints and positive and negative experiences with assets across brands.

    Name Actions
    The B2B Cadence Formula Worksheet

    4. Asset Quick Start Guide – A checklist of what to include or avoid in each asset type.

    This guide serves as a checklist of what to include or avoid in each asset type. Guidance is also given to create a look and feel consistent with the brand image and provides the buyer with a continuous experience across all asset types.

    Name Actions
    Asset Quick Start Guide

    5. Asset Sunsetting Tool – A tool to record and benchmark your asset performance against industry standards.

    This tool guides content marketers in collecting the data needed to understand whether an asset should be sunsetted, updated, or kept as-is.

    Name Actions
    Asset Sunsetting Tool

    6. Build Vs. Buy Decision Tree – A guide to help executives decide whether individual pieces of content should be made in-house or out-of-house.

    The Build Vs. Buy Decision Tree serves as a tool for marketing executives when determining whether to produce assets internally or outsource them. It offers comprehensive guidance, including a series of targeted questions designed to help make challenging decisions regarding costly and effort intensive asset types.

    Name Actions
    Build Vs. Buy Decision Tree
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