Content Strategies That Speak to Your Customers with Rachit Dayal

In today’s B2B landscape, decision-makers interact with your content 50 or more times during their buying journey. That’s why having effective content strategies is crucial for businesses. Rachit Dayal, the Chief Marketing Officer, APAC, for leading CXM provider Merkle, stresses that each of these touchpoints, particularly in the high funnel, doesn’t have to be a home run. Content is just a way to get your message across, Dayal says, and so long as it’s enjoyable and provides useful information, it’s done the job, regardless of delivery format.

Dayal’s content strategies lean on creativity and a willingness to experiment across all channels, including consumer or lifestyle video. His philosophy is informed by his experience in different markets, where prospects’ expectations and reactions to content can vary widely.
As a marketer, you need to build distinct content strategies for long-range enterprise campaigns and for smaller B2B deals that fall within the existing budget. Dayal emphasizes the importance of sticking with your creative ideas and tactics beyond “Season 1” and giving them time to build momentum. The key is to be patient and not give up too soon.

B2B marketers can also learn a lot from B2C’s focus on making potential customers want to get to know you. Dayal encourages marketers to be creative and experimental, trying different content formats and delivery channels until they find what works best for their target audience.

In his session, Dayal shares valuable insights on content strategies that speak to your customers. Watch to learn how to build effective content strategies, stick with your creative ideas, and create content that appeals to your target audience.