What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or rather, it’s LACK of content.) Without a consistent stream of compelling, original, relevant information to offer, landing pages fail to convert visitors to leads, blogs wither, and lead nurturing programs are a fraction of what they could be if only they had the right content to power them.
In circumstances like these, I am occasionally guilty of telling clients that “content doesn’t write itself,” but it appears I may be mistaken. TechValidate is an intriguing Bay Area start-up, co-founded by some of the same folks who brought you StumbleUpon, whose aim in part is to provide B2B marketers a constantly renewing stream of relevant, research-based content without those marketers having to write so much as a word of copy. (Think of it as “Marketing Content Automation.”) I had occasion to meet with the company’s principals recently, and came away excited about the potential their service offers for turbo-charging our clients’ online marketing and lead nurturing initiatives.
TechValidate is a Web-based service that automates the collection and presentation of customer evidence for use in marketing and sales. In essence, the service enables your customers to provide both qualitative feedback and quantifiable data (based on metrics relevant to your market or category or brand objectives), whilst preserving customer anonymity. It then verifies that data and automatically generates case studies, charts, statistical information, and customer anecdotes, all segmented by vertical or other category, that a client can use as sales tools or marketing assets.
Say you market a security solution that protects ecommerce Websites from outside attack. How many of your customers are willing to go on record about the results they’ve achieved with your product? Answer: not many. (They may as well as rent a billboard that reads: “Hackers: Bring it On.”) TechValidate’s Web survey-based methodology neatly skirts these issues, collects and categorizes the customer data, and presents it ready for publication and distribution in a variety of marketing- or sales-ready formats. (For example, to the right is a sample case study generated by TechValidate for Quantum.)
Do you work with customers in industries (e.g., financial services) notoriously protective about their internal operations? Do customers’ legal departments tie up references or customer case studies for weeks, if not months? Need to quickly and forcefully respond to a competitor’s claim with third party-validated data to back it up? Tired of paying thousands to third party experts to report exactly what your customers would say if only they were allowed to? TechValidate can help.
Imagine if you could segment every track in your lead nurturing program by key industry. Even the most savvy tech marketers don’t, not because they don’t know it’s the right thing to do, but because they don’t have the unique content to offer prospects in all those different markets. Not a problem. TechValidate reports one client who, after just one “send” to their customer base, instantly generated more than 50 case studies, all segmented by vertical.
TechValidate charges on an annual subscription basis, with no limit to the number of customers surveyed, or number of assets created. If you walk away from their service at the end of the contract, the assets are yours to keep permanently. Otherwise, those assets continue to refresh and renew over time, giving you current, compelling, credible content to help your demand generation, installed base marketing, public relations, social media, search marketing, and lead nurturing initiatives attain their full potential.