Unhappy with Your Content Marketing Results? You are not alone. 76 percent of B2B marketers* are not satisfied with the results of their content marketing. Low conversions. Rejected leads. Wasted campaign dollars. How can you increase conversions and lead quality? It is time to be a Content Marketing Hero. This B2B Marketer’s Guide to Content Engagement Platforms to describes: - How to detect interests of your website visitors - Show relevant content to visitors based on their buyer journey and interests in real-time - Ways to optimize your landing pages to increase conversions - Determine what content works to improve your content quality and get a better ROI

1. Content Engagement
Platforms
Qwardo’s Buyer’s Guide to
www.qwardo.com

2. Contents
Executive Summary 3
Content Engagement or Marketing? 4
Where does Content Engagement come into the picture? 5
Basic Requirements of Content Engagement Platforms 6
Why Existing Tools are Fall Short? 7
Do I Need a Content Engagement Platform? 9
How Do I Evaluate a Content Engagement Platform? 11
Qwardo’s Content Engagement Platform 12
Recommended Next Steps 13
yourwebsite.com

3. Executive Summary
Most B2B websites focus on building brand awareness and credibility by
providing thought leadership content, educating customers and guiding them
through difficult choices in making a decision. They offer a variety of earned,
owned and paid content using different media, with no expenses spared.
Businesses that employ modern marketing techniques
realize the need for a whole new strategy to improve
visitor engagement on their websites
Most importantly, they realize how much they lag their
B2C counterparts
Such engagement strategy requires capabilities
in marketing technology beyond the current scope
of marketing automation software
A whole new paradigm of engaging visitors in the
moment, using engagement automation technologies,
has emerged
How can B2B marketers increase
content engagement, conversions,
and lead quality?
The 2017 B2B Content Marketing Trends
Report from the Content Marketing Institute
Enterprise marketers
are not satisfied with
the effectiveness of their
content marketing strategy
Enterprises have a content
strategy, only 35% had their
strategy documented
This Buyers’ Guide walks you through the workings of content engagement platforms, highlighting
what you need to look for, and when to adopt one.
76%
Enterprises have little
or no clarity on strategies
for ensuring success with
their content marketing
70% 74%
3

4. Content Engagement or Marketing?
In a typical content marketing strategy, you would research your customers’
challenges and address their requirements, opportunities and means to
realize value via great content.
Once the content is available, you would promote it using various channels to drive
downloads. B2B Marketers also assume that more content can lead to more leads.
However, as content continues to build up, and your expensive traffic struggles to find
the right content relevant to their situation, you see lower conversion rates and lower
quality leads. Such lower returns puts the whole content strategy in doubt.
For your lead generation efforts as
well as outbound sales pursuits,
effective content is the fuel.
Since attention spans are extremely low
due to a variety of reasons,
it is no longer enough
to produce content &
hope that your website visitors
will find what they need.
4

5. 5
Understand your visitors’ interests and get
actionable insights?
Increase inbound leads by optimizing
landing pages?
Determine which leads are worth
pursuing and when?
Bubble up right content to visitors based
on their context and interests?
Get more opportunities to convert
visitors?
Determine which content worked
for converted leads?
Personalize the navigation to guide
them, in real-time, based on their
interests and intent?
Where does content engagement
come into the picture?
To drive effective, higher quality lead generation, you will need
a proactive way to push relevant content and call to actions to
continue to keep the visitor on the website and track their interests
so that you have a better chance of converting the unknown visitor
to a lead.
This brings us to the need for an effective content engagement platform.
Why do I need a Content Engagement Platform?
What’s on your wish list for your website visitors? Are you looking to:
If you said yes to any of the above questions, chances are that you need a content
engagement platform to proactively engage visitors and guide them through
content experiences.

6. 6
Basic Requirements of Content
Engagement Platforms
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An effective content engagement platform gives a brain to your
website, so that it can guide your website visitors to quickly
find what they are looking for.
Detect interests of the visitors at personal,
account and segment level
Deliver online buyer journeys based on
customer profile, behavior and source
Reduce friction for targeted accounts for
consuming content
Optimize landing page experiences for
targeted accounts and for campaigns
Deliver account-level sales intelligence
from your website
A content engagement platform is also capable
of the following:
Telecom Enterprise
Accounts
AdWords Campaign
Visitors
New
Visitors
Existing
Visitors
Engage visitors with dynamic
CTAs within web pages and
content (PDFs, videos)
Flexible lead capture with content
previews before asking for an email
Content consumption analytics of
content assets so you know what’s
working well
Seamlessly integrate with CRM and
marketing automation tools

7. Why Existing Tools Fall Short?
Today’s marketing automation tools focus primarily on presenting content on
lead capture forms and deliver outbound email campaigns as a next step.
They do not provide
a proactive way
to react when a
targeted prospect
arrives on the
website.
Do not detect visitor interests to help craft the strategies for campaigns and
content creation
Cannot offer relevant content to engage the customer in the moment and hold
their attention
Do not profile/personalize their journey through content, CTAs and offers
Do not re-target on the site for PPC campaigns
Do not offer opportunities to extend the conversation when a visitor is about to
leave a landing page without filling the form
Here are some ways marketing automation softwares presently
fall short:
7

8. 8
The web analytics tools focus on macro-level analytics and
don’t track micro-level user behavior
Even if they do, they don’t provide any way to engage
visitors in the moment, while they are on the site
Content engagement platforms such as Qwardo leverage
a strong user behavioural analytical foundation and artificial
intelligence techniques to figure out how to react based
on the user behavior with available content and call to
actions in real-time
Web Analytics Tools
A/B testing as well as monitoring of mouse clicks are
typically used for a period during the testing before
choosing a specific user experience option
These techniques don’t focus on proactive engagement
of the website visitors, and depend on marketers’ expertise
in figuring out the next steps
Conversion Optimization Techniques
Content Engagement Platforms

9. Do I Need a Content Engagement
Platform?
It all depends on how focused you are on your content strategy, which
metrics you use to ensure that it is effective, and your level of satisfaction
with its performance. It could also depend upon the level of content
marketing maturity you have attained.
So, where do you find yourself in the spectrum?
Content marketing is critical to your
marketing and demand generation
arsenal and it is imperative to put
the right tools in place to make
it effective.
Expert
Beginner
You have a process that has emerged with experience and your
content marketing strategy is better managed
A content marketing platform will be of immense value in the form of
content engagement and strategy, lead generation and customer
experience
Advanced
Ad hoc and disconnected, your content marketing strategy at this stage is
mostly reactive
A content marketing platform at this point can help in understanding
customer needs
You have a world-class program aimed at lead generation, marketing ROI
and revenue generation
A content engagement platform can take control by personalizing the
customer journey through relevant content
9

10. Am I confident that my content strategy
is effective and producing market-
leading results in lead generation and
sales prospects?
Do I have enough information about a
prospective lead to know if they have a
real interest in my product or service?
Am I delivering the right content to
each visitor based on his/her interests
and context?
Here’s a checklist of questions you can pose and answer for yourself
to determine the key considerations in opting for a content
engagement platform for your website:
Is my content helpful to my customers
or an interruption to their work days?
How can I increase my campaign ROI
by engaging and converting more
visitors to leads?
Can I increase my content ROI by
creating content that has more shelf life
and is considered useful by prospects?
10

11. How Do I Evaluate a Content
Engagement Platform?
The right content engagement platform will go a long way in helping you
understand what’s most relevant to your customers, based on what attracts
their attention.
The platform then responds to the customer’s interests, fine-tuning their journey by offering
content and calls-to-action. Content consumption insights can translate into real-time
guidance for improving your content strategy and in developing fresh content.
Segment incoming visitors based on multiple
criteria including user behavior, customer data,
interest profiles, IP based company detection,
poll results, and HTTP data (such as location,
repeat visitors)
Personalize the content experience for customers
by understanding their interests, based on their
position in the customer journey
Supports all formats of content including web
pages, PDFs, Videos, PowerPoint presentations
and image galleries
Provide intelligent online and mobile optimized
content experiences that can advise and guide
visitors, in real-time, based on their interests
and intent
Easy to deploy and configure without requiring
support from your IT
Score better leads by creating more
opportunities to convert a visitor by offering
value during the different stages of their
personalized journey
Progressively profile the customers at the
account level and contact level (automatically),
and create a complete picture of their needs
and interests, collected over multiple visits
Provide you with content performance and
consumption insights to determine content
marketing ROI
Integrate with major CRM and marketing
automation platforms
Meets all privacy and security standards in
protecting your data
Ideally, this platform will be equipped to help you achieve one or
more of the following:
yourwebsite.com
11

12. Drive 3X Leads on your website
ENGAGE, NURTURE & CONVERT
These capabilities enable Qwardo’s
content engagement platform to
deliver personalized customer
journeys to each of your visitors.
Qwardo’s Content Engagement
Platform
Qwardo offers a set of intelligent engagement tools which help you develop
a relationship with your website visitors and maximize the returns.
Using artificial intelligence and machine learning, Qwardo tracks each visitor, understands
which content drew the most attention from them and recommends relevant content to take
them to the next step in their buyer’s journey.
Drive 3X leads. Qwardo automates lead capturing, qualification, nurturing and
capturing sales intelligence, seamlessly offering personalized journeys to visitors
using intelligent engagement tools
Host your premium content instantly with SmartHub and learn which content is
resonating well with which accounts and leads
Measure content marketing ROI using the content engagement score, which is
derived from content consumption analytics such as completion rates and attention
Your leads can also be analyzed by location, country, company, industry segment,
interests or even the device used to access your website
Landing page conversion can be optimized by providing dynamic offers — at
different stages in the customer journey — detecting exit intent, offering online
previews, inline and popup calls-to-action, onsite retargeting, and personalized
recommendations after conversion
With Qwardo, you can:
Indentify and
target visitors
Get insights on
content performance
Increase Content
Marketing ROI
Intelligently engage
with calls to action
QWARDO’S
Content
Engagement
Tools
12

13. Try Qwardo for 30-days
Get a custom demo or try Qwardo
yourself by signing up at qwardo.com. Or
contact us at team@qwardo.com and we
will help you evaluate how our platform can
be useful to you.
Recommended Next Steps
Baseline your current content marketing performance using known metrics such as cost
of lead acquisition, downloads and revenue generated by each content
Identify the current gaps in content performance and see which assets can be used for
different parts of the funnel
Identify one or two campaigns/use-cases to run a pilot with a content
engagement platform
Put together a case for presenting to your manager on how a content engagement
platform can help in delivering better ROI from your content marketing efforts
Map your customer journeys with relevant content and call to actions to
implement them via a content engagement platform such as Qwardo
www.qwardo.com | team@qwardo.com
With Qwardo make your content intelligent.