Webinar: The ‘content pinch point’
How is it impacting your marketing effectiveness, and how can you overcome it?
What to expect
"Pinch point noun. A place or point where congestion occurs or is likely to occur."
In its annual Tech Heads study, Octopus Group spoke to over 400 UK directors to explore trends in content consumption and buyer behaviours for B2B businesses.
The findings reveal a paradox: attention spans are shortening, but decision making time is extending (an average of 16.5 weeks currently according to respondents).
Octopus Group calls this challenge the ‘content pinch point’, and it’s a big problem for marketers. It means that it’s never been harder to connect with and subsequently convert prospects.
Marketers now face a difficult task: catching prospects’ attention quickly through bold, creative, differentiating campaigns that are short on words and big on impact; yet once sales teams are engaged with prospects, marketing needs to suddenly become considered, consultative and big on substance to help their sales colleagues get over the finishing line.
Two very different styles of content marketing, which are incredibly difficult to integrate without appearing to have a bi-polar brand.
But there’s a huge opportunity for marketers who do manage to get it right, as their brand will give prospects a truly elevated and differentiated experience, which will tell in the pipeline they generate.
This webinar aims to help marketers capitalise on the opportunity and Billy Hamilton-Stent, Octopus Group’s client strategy director, will cover:
- How the content ‘pinch point’ is adversely affecting marketing departments.
- The tell-tale signs that reveal the pinch in your campaigns.
- Strategies to rectify the problem and turn results around.
- Practical ways marketers can support sales in the journey from interested lead to high value customer.
DATE 29th, February, 2016
TIME 15:00 - 15:45
DURATION 45 minutes
Billy Hamilton-Stent is a founder of Octopus Group with 20 years’ experience in the fields of research, marketing and communications. As Client Strategy Director for the business he is responsible for strategic input to client planning, developing customer / audience insights and generating creative marketing campaigns that drive sales.
Billy has worked with numerous IT brands since the early days of Octopus, from VC-backed start-ups to the uber-brands of the IT establishment. He has worked with 7 of the 10 largest tech firms (Forbes) in the world over the past three years, covering projects from re-branding, content marketing and account-based sales development.