Aberdeen Demonstrates ROI of Content for CX

Aberdeen, a research firm and intent-based sales and marketing solutions provider, supported by Kapost, recently released new research showing best-in-class B2B firms significantly benefit by executing on consistent, intentional content strategies supporting end-to-end customer experience (CX). Best-in-Class firms see 48% greater customer lifetime value (LTV) and nearly 300% greater year-over-year improvement in customer effort scores.The considered purchase process today is long and involves a large group of stakeholders. Only the right information can cut through the chaos. Marketing and sales teams need to create content that speaks in a consistent voice across all channels to create a frictionless customer experience," said Kapost CEO, Toby Murdock. Aberdeen surveyed sales and marketing executives to determine the impact of optimizing content. The leading analyst who authored the report, Omer Minkara, defines content optimization as coordinating a content strategy that enables seamlessly managing the end-to-end content lifecycle (planning, creation, distribution, management, and analytics) in alignment with the customer experience strategy.