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. This research also surveyed executives on the operational building blocks that set Best-in-Class performers apart from their average and laggard peers. The tactics they use to tailor content used across the customer journey while maintaining consistency of the customer experience include: creating cross-channel customer data records enriched with third-party data, AI-enabled content recommendations, and enabling customer-facing teams with templates for rapid personalization.