• Skip to primary navigation
  • Skip to main content
  • Skip to footer

PropelGrowth

Financial Services Content Marketing and Content Strategy

Menu
  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Close
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
    • icon-coaching-2-01
    • Close
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Close
    • Close
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Close
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Close
    • The TrendSpotters Podcast Series
    • Close
  • Blog
  • Contact
    • Close

Acumatica VARs – Spending Money on Marketing with No Results?

By Candyce Edelen

Spending money on marketing without a targeted content strategy is a losing battle.

Creating targeted content for a specific audience makes a huge difference in marketing results.

Last week, an Acumatica partner asked me why they’re not attracting Acumatica leads. They hired a marketing agency to write weekly blog posts and promote them via social media. But the traffic to the partner’s site is still low, and the blog isn’t converting visitors into leads.

I took a look at their blog. Most of the posts address general business problems. For example, they have articles on how to work remotely, why cloud ERP enables growth, and how to operate a business during a pandemic. The content is interesting and well-written. So why isn’t it working?

Because the content is not targeted for a specific audience. It tries to be relevant to all types of businesses, so it’s useful to no one.

Target Common Pain Points and Business Needs

To be effective, your marketing content needs to be created for a very specific target audience. The audience should share common pain points and common needs — needs that your business helps address. When you know your audience, you can craft messaging that speaks directly to them. You can create blog articles that address their specific needs. The more specificity you incorporate, the more likely your marketing will start generating qualified leads.

Here’s an Example of How to Create Targeted Content

For example, I have a client that sells software to a small target market of about 300 financial firms. This client is consistently doing extensive research on their market. They regularly interview buyers. They hold annual round tables to discuss their audience’s business pains. They read anything they can find to learn about their target market’s business needs.

The understanding they’re developing shows up brilliantly in their marketing content. Every blog addresses a specific customer need or handles a common objection. They’ve developed content to address each stage in the customer’s buying journey. They answer common questions and objections that come up in sales meetings. They introduce issues that the customer should consider during each step in the evaluation process. They’ve even developed a sample RFP to provide to prospects.

Every article they publish is targeted. It focuses on the specific business needs of their very specific audience. So the content is immediately relevant and important to their targets. This has improved the firm’s SEO. They are ranking on the first page of search results for many of their target keywords. Because they’re so findable, they attract the right traffic to their website. And as a result, the website generates several very well-qualified sales opportunities every week. The marketing department currently contributes roughly 70% of the firm’s pipeline. Their marketing is working, because they have DEEP knowledge of their target audience’s business needs, and they translate that knowledge into relevant and useful content.

You can see the impact of this strategy with accounts they win. Qualified leads spend extensive time on their website. For example, a recent new customer spent several hours on the website, visiting 30 pages and downloading 4 premium assets before requesting their first demo.

Targeted Content Marketing Works

This kind of focus in marketing works. But to achieve it, you have to understand your customer. The only way to develop this depth of understanding is to focus on a niche. Then you build knowledge about the niche by interviewing individuals in your target audience, reading everything you can about them, and then translating that knowledge into rich, useful content.

Learn More

Want to learn more about how to apply this strategy to your business?

  • Here is a resource center with loads of free content to help market your Acumatica practice.
  • If you’d like to discuss how to apply these strategies to your business, please reach out, and we can schedule time to talk.

More Marketing Tips for Acumatica Partners

Acumatica VARs – The Riches Are in the Niches
Acumatica Partner Marketing
Acumatica VARs – Stop Selling Accounting Software
  • Author
  • Recent Posts
Connect
Candyce Edelen
CEO at PropelGrowth
Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.
Connect
Latest posts by Candyce Edelen (see all)
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting

Filed Under: Acumarketing, PropelGrowth Blog

About Candyce Edelen

Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.

Company Profile

PropelGrowth helps companies improve their marketing and sales. We start with in-depth buyer research. Then we develop a marketing and sales strategy and customer-centric messaging. Then we coach your team and help you execute on the strategy by developing thought leadership programs, content for every stage in the buying process, sales collateral, and tools to help buyers buy.

Figure out why and how your buyers buy

Develop a customer-centric marketing strategy

Get coaching from a senior marketing strategist

Recent Posts

  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting
  • Tips from 8 ERP Resellers on How to Leapfrog Your Competition​
  • How to Win 74% of Your ERP Deals
  • Buyer Persona Research, the Key to Niche Marketing
  • 8 Ways a Niche Strategy Improves the Value of Your Practice
  • Acumatica VARs – Spending Money on Marketing with No Results?

Connect With Candyce

View LinkedIn profile Follow on Twitter 

Connect With Phil

View LinkedIn profile Follow on Twitter 

Company Address

3209 Glacier Creek Drive
Ft. Collins, CO 80524
+1 970.300.2280

  • Home
  • Who We Are
  • What We Do
  • Who We Do It For
  • Resources
  • Blog
  • Contact
  • Search

Copyright © 2021 PropelGrowth LLC · Designed by Phil Donaldson

  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Back
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
      • Back
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
      • Back
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
      • Back
    • Coaching With Candyce
    • Back
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Back
    • Back
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Back
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Back
    • The TrendSpotters Podcast Series
    • Back
  • Blog
  • Contact
  • Search
    • Back