approach for marketing organizations will therefore not necessarily focus on the constant production of new leads, but on maintaining customer engagement and loyalty during the subscription period. In the case of B2B products, this can last for several years, during which the customer must be mexico telegram data supported and shown new opportunities for their business. Adobe, for example, does this impressively with the cmo.com portal . Content marketing is tailor-made for this subscription economy. Creating useful content through a system of blogs, case studies, white papers, webinars or other digital methods is a
compelling consequence of the fundamental promise of subscription models: mind your business and nothing else.
Content marketing is therefore not an appendage to traditional marketing methods, as is unfortunately the case in many other areas, but its core. By the way, this also means that it is imperative to invest in budget priorities. In a survey of B2B marketing experts, which we conducted in the spring of this year, 33% of respondents said that less than 10% of the total marketing budget is spent on content marketing, and another quarter spend less than 20%.
For B2B subscription offerings in particular, I would venture to say that the quality of content marketing will become a key differentiator throughout the entire customer journey. Since they are still so new, B2B subscription models will only be able to build trust and a sense of security among customers if the availability and structure of content fosters inspiration and reduces uncertainty due to the complexity inherent in such contracts. What a subscription model promises, content marketing must deliver; it is a means of bonding between customer and supplier. While the printer only has to deal with the service technician after the purchase of a machine, with a subscription he will have to deal above all with ideas that help him generate maximum profitability from his activities. He needs content. Because one thing is certain with these B2B subscription models: Winning the interest of customers for this type of business relationship is at least as difficult as maintaining high utilization and low frustration over the life of the contract – and the latter is what matters most. This is especially true at a stage when these ecosystems are constantly expanding, changing and experimenting. The flow of content sets the direction in which the customer can move; firing off selective marketing fireworks is unlikely to enlighten the
