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@heinzmarketing
How Content Can Accelerate the
Buying Journey & Shorten Your Sales
Cycle
Matt Heinz
Founder & President, Heinz Marketing Inc
@heinzmarketing
Housekeeping
• The deck is yours
• Freebies if you want them:
• Full copy of this research
• Custom versions for Health Care, Manufacturing & Financial Services
• My video, email and content marketing hacks presos
• Bring me a business card or mail me at matt@heinzmarketing.com
• Also, bacon…
@heinzmarketing
I am serious about the bacon
@heinzmarketing
The elephant in the room…
@heinzmarketing
The elephant in the room…
@heinzmarketing
Content Research Highlights
• Wide adoption but ineffective impact
• Personalization is a priority but executed poorly
• Too much content is a dead end
• Less is more is bullshit
• Content + data = elusive
@heinzmarketing
Time for some sobering statistics
@heinzmarketing
Is content effective at meeting your
marketing goals?
@heinzmarketing
@heinzmarketing
Content across the buying journey
@heinzmarketing
But are you personalizing enough?
@heinzmarketing
@heinzmarketing
Unscalable & unsustainable
@heinzmarketing
Where we suck
@heinzmarketing
@heinzmarketing
Where we’re focused to get better
@heinzmarketing
@heinzmarketing
What we want next
@heinzmarketing
Your Web site ain’t cutting it
@heinzmarketing
@heinzmarketing
Personalizing how?
@heinzmarketing
Personalization’s impact
@heinzmarketing
Personalization’s constraints
@heinzmarketing
What you’re measuring
@heinzmarketing
@heinzmarketing
The impact metric Catch-22
@heinzmarketing
@heinzmarketing
The entire customer journey (not just buyers)
@heinzmarketing
Key Takeaways
• Money doesn’t guarantee success
• Invest in data and reporting
• Extend the buyer-driven buying journey
• Make it all easier for your audience to engage
• Personalize more
@heinzmarketing
Housekeeping Reminder
• The deck is yours
• Freebies if you want them:
• Full copy of this research
• Custom versions for Health Care, Manufacturing & Financial Services
• My video, email and content marketing hacks presos
• Bring me a business card or mail me at matt@heinzmarketing.com
• Also, bacon…
@heinzmarketing
@heinzmarketing
@heinzmarketing
Thank you!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com

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  1. Growth hacking is justification for not having a strategy
  2. Growth hacking is justification for not having a strategy