Reshaping how B2B content is consumed by buyers — throughout the Marketing Funnel

 

You're nailing those pipeline numbers. But the conversion rate is tanking.

It's become routine for sales reps to get ghosted after one email, and many prospects don't bother showing up.

And even if they do, reps end up sacrificing discovery calls — spending time qualifying prospects and explaining the product. Not where anyone wants to be.

 

 

Sure, there could be dozens of reasons behind this, especially given the complexities of demand generation strategies.

 

But for now, we’re going to focus on: Insufficient Buyer Education with Inbound Marketing — and how our newest Cleverstory feature solves this challenge.

 

Your paid social ads probably throw (high-commitment) CTAs at buyers, nudging them to book a demo or sign up for a trial.

But here’s the truth: Sometimes buyers haven’t even completely understood their pain points, let alone how your product addresses them.

 

 

The growing gap between educational content and in-market buyers.

 

The data tells us 70% of today's B2B buyers try to comb through seven pieces of content before hopping on a call with sales.

But many of them say they can’t find valuable content when they’re deep into the research process — and definitely not with a quick Google search.

 

If  buyers can't find this content when they need it, you lose their attention (and interest).

 

When you don’t establish your presence with authentic content, buyers turn to other sources — review forums, Slack channels, or your competitors’ content, and start forming opinions about you (without your input).

 

That's when your product demo becomes just another checkbox. A formality. So they can tell their boss "Yes, I've spoken to all the vendors before making a decision".

 

Why traditional nurture strategies are failing Marketers.

 

Building a Resource Center, or adding leads to a drip campaign might seem like obvious solutions to ensure buyer readiness.

 

But they come with “Content Dead Ends”. That term may have been made up. But it accurately describes what happens with buyers.

 

Take a look:

 

 

Journeys on Cleverstory — unfragmented, hyper-personalized buying experiences.

 

Whenever and (wherever) they're ready to consume your content.

 

We built Cleverstory's Journeys to make this possible. 

 

Now, you can show buyers content, one piece after another, ensuring they never have to "search" for the next best piece. The best part is, you can give them this experience whether they’re on Gmail, LinkedIn or your Resource Center.

 

This way, when you’ve got buyers’ interest, you can nurture it from one spot — and not take them to different platforms where they could get distracted, and drop off.

 

It gets juici(er). You can add personalize Journeys for buyers.

 

When you offer tailored experiences, you set  content up for "bingeing" (4x engagement, backed by our own data).

 

But what does personalizing a buyer's journey really mean? We've all heard "Netflix-like" content recommendations, but what does that actually look like?

With Journeys, it means dynamically guiding buyers through your content based on:

 

 

Here’s a demonstration of Journeys in action:

 

What you set up on Cleverstory.	What your buyers see

 

When you deliver content asset by asset (without those “dead ends”), and hit this level of dynamic personalization, buyers are likely to click on that CTA button faster.

 

 

This time with real intent.

 

Track Buyers’ entire Journeys.

 

Marketers can now measure this buying intent — because with Cleverstory, we give you the data.

You can see where your buyers came from (a Google search, landing page), how they interacted with the content and forms presented to them, and which button ultimately got them to convert.

 

When you see what content drove buyers’ decision making, it tells you:

1. What they’re hoping to learn by talking to your sales team
2. They’ve decided that it’s worth their time (and that means it’s worth your rep’s time)

 

We’re going to go out on a limb here and say reps won’t be complaining about the quality of MQLs anymore.

 

See Journeys in action