Why Your Client Procurement Procedure Ought to Be Content-Driven
Client procurement is the backbone of any business. It’s the main impetus behind showcasing systems and generally speaking business development.
It’s additionally very aggressive and more costly than any other time in recent memory — client procurement cost (CAC) has expanded over 60% in only the beyond six years. Sounds overwhelming, isn’t that so?
It’s certainly a test in the present oversaturated computerized commercial center, where each organization(?) has sites, online journals, paid promotions, and web-based entertainment, and that’s just the beginning. Be that as it may, those equivalent computerized channels offer a colossal chance to draw in new clients securing content — and in addition to any happiness.
We’re talking great, client-centered, search engine-oriented, special, imaginative substance that gets consideration and converts web guests into paying clients.
Truth be told, essentially every organization realizes that computerized content is significant. Yet, far fewer of them are remaining laser-centered around making a quality substance that really performs as opposed to the poop most organizations let out.
We are demonstrating each and every day with our own clients that becoming savvy about happy assists you with securing more clients all the more rapidly, more reasonably, and quicker than your opposition.
Quick Takeaways:
- Great content drives customer acquisition by building brand trust, an important motivator of purchase decisions.
- You can optimize your content strategy for customer acquisition by creating content for every stage of the buyer journey.
- Brands can capitalize on existing content by continually optimizing their best-performing posts and web pages.
- Gated content like high-value lead magnets drives acquisition by capturing contact information.
- Social proof is another important creator of brand trust and assures customers your brand will deliver on its promises.
The Connection Between Customer Acquisition and Content
Like savvy companies leveraging digital opportunities to find and convert customers, consumers are smart when it comes to choosing brands and making purchases. Traditional marketing tactics of the past — catchy taglines, sales language, and the like — are not enough anymore to capture their interest.
This dilemma? It’s why content has become so important to customer acquisition.
Consumers are not just looking for the brand with the best marketing slogan of the moment — they’re looking for brands they can trust. Research has found that 81% of consumers cite brand trust as an important factor in their buying decisions. They rated it above any other company factor or attribute outside of direct product quality and value.
The research proves that being a helpful provider of thought leadership content will win you, new customers.
To boot, the same study found that 76% of consumers pay attention to ads from brands they trust, versus only 48% for brands they don’t trust.
Where do consumers go to establish the trust they value so highly? Your content. By creating and publishing consistent, high-quality content, you establish credibility and brand authority, build your brand’s personality, and provide value for consumers that tells them your brand can deliver what they need.
Why Content is the Key to Customer Acquisition
Content vs Ads
Most people think marketing is just ads. It’s the annoying stuff that interrupts the content you are trying to consume. Watching the Superbowl? Nope, we’re gonna serve up 3 ads first. Reading an article from Forbes? Nope, we’re gonna pop up an ad for something you are not interested in. Ads don’t work. And everyone knows it. But that’s what most people think marketing is.
We use the term “content marketing” to refer to the kind of content that actually helps people. It’s what marketing is supposed to be. And marketing’s main goal is to acquire new customers.
Content marketing works because it is written by people for people. It works because it is intended to help you get educated, share experiences, and drive you forward. Content marketing works better at acquiring new customers because its goal is to help, not sell.
Content for Search, Email, and Social
Want to rank for search engines? Don’t try using ChatGPT for that! In order to rank for search engines, you simply need to answer the search intent of the keywords and questions your buyers are asking.
When you create content that ranks, it also works well in email and social media. You see, search still matters! A lot.
Content ROI
Ok, now we’re really getting into it. I said the main reason to use content marketing for customer acquisition is that it works. There is a famous marketing stat that content marketing leads cost 62% less than traditional marketing. And that’s because content marketing is better at attracting and converting new customers for less money.
At SAP, our content marketing platform delivered $7 in revenue for every dollar we spent. That’s a 7X ROI. Guess what the ROI was of the rest of marketing? Around 1x. In other words, marketing barely paid for itself. (In fairness, we influenced hundreds of millions of dollars of pipeline that didn’t get “credited” to marketing)
Content + Paid
There’s a lot of talk about AI taking over content marketing. And while we’ve proven that nonsense wrong, it is true that it’s getting harder, not easier, to acquire new customers through organic means. One way to supplement organic content acquisition is through paid.
I’m not talking about banner ads that have 99 problems and a click ain’t one. I’m talking about paid content marketing. We take our best client content and promote it around the web. Then we re-target those readers with later-stage offers.
Our CPC is 90% less than the industry average and our click-through rate is 20x higher. Paid content marketing works for customer acquisition as well!
How to Ace Customer Acquisition with Content
Align your Content with the Buyer Journey
You might hear that any traffic is good traffic when it comes to website visitors. To some extent that can be true, especially when your company is new and your main goal is increasing awareness. But when it comes to powering customer acquisition with content, you need to get intentional.
That means matching your content up with your buyer’s journey.
As your buyer moves through the sales funnel, the content that best matches the intent of their visit to your website will change. Someone doing their first Google search on a product or service they need is likely looking for more information about the problem they’re experiencing, meaning content like your top-of-the-funnel blog posts would be really relevant.
Someone later in the stages of the buying process might be looking for confirmation that your brand is indeed the one to choose, and that person might be better convinced by a whitepaper or in-depth case study.
Here’s a great visual to help you think more about the kinds of content that belong in each stage:
When you’re thinking about aligning your content with the buyer journey, you always want to think of two things:
- Giving potential buyers the information they need at their current stage
- Including a Call To Action (CTA) or other motivator to pull them into the next stage of the buyer journey
Get Serious About Your Blog
Your blog is the foundation of your content marketing strategy. It’s great to know that you need a blog, and by now most companies do. But it’s not enough to just publish content — even if it’s fairly relevant to your industry — and hope it will perform.
Your blog content must be consistent and customer-focused. Always be extremely intentional with your blog content. Use categories to organize your content in ways that align with your content goals with customer search intent and your buyer journey.
You can start with SEO keyword research and a current content audit, then build from there. For more on the process, check out our guide to choosing blog categories and content themes.
You can set up your blog for success by combining your content optimization tactics with close attention to backend technical details that help your blog perform, including blog visibility on your home page and main navigation, using article page templates, configuring URLs, and more.
(Or maybe you need a weekly blog service from us?) 😜
Optimize your Best Performing Content
Optimizing your best content is the low-hanging fruit strategy of enhancing your customer acquisition with content. You’ve already done all the work, and your work is already paying off — the content is performing well and driving traffic to your website.
Now it’s time to take it a step further so it converts that traffic into leads and sales.
Here’s how you can find and optimize your best content:
- Visit tools like Ahrefs or Semrush and search for your domain.
- Click on “organic keywords” to access a list of keywords you rank for and their corresponding URLs
Once you can see which content is ranking high, do a deeper dive using other tools on these platforms or by doing your own research. Be sure they’re as optimized as possible. Mainly, be sure they rank for the right keywords and have tactics in place to capture visitor information (like gated content, CTAs, subscription forms, and more).
One of our favorite tricks is to find articles that used to perform well and update them. This post was originally published in 2018 but we updated it with the latest stats, links, and information. Here are some tips for updating your old posts.
Leverage High-Value Gated Content
Gated content, also known as lead magnets, captures visitor information by offering them something extremely high-value in return. Gated content comes in many forms, but it always offers something different and more valuable than what your visitors can access in your free content.
So, for example, if your blog covers why content audits are important, your gated content could be a complete PDF guide to performing a content audit.
Some of the most commonly used (and effective) types of gated content include ebooks, whitepapers, checklists, templates, and how-to videos.
Create Videos
Video is currently the most in-demand type of content by online users across the board, and brands are responding accordingly (86% of companies currently use video as part of their marketing strategy). Cisco predicts that video will account for 82% of all online traffic by next year.
The good news? You don’t need to have expensive video production equipment to produce great videos that can drive customer acquisition.
Companies (and most people around the world) are using smartphones to record and share high-quality video content. Simply creating social media stories is an effective way to make your brand visible to customers. As you get better at the video (or can afford more resources), you can expand your strategy.
Other exciting video marketing trends you can try include vlogging, live online events, webinars, and user-generated content (sharing videos of customers interacting with your product/brand).
Demonstrate Social Proof
Social media alone isn’t enough to acquire new customers. But it can support your content marketing customer acquisition.
Do you look for reviews and testimonials when you’re buying a product or choosing a brand? So does everyone else! Research shows that 88% of consumers trust online reviews just as much as personal recommendations and buyers often read dozens of reviews before making a purchase.
You can power your customer acquisition potential by highlighting social proof throughout your content. Some of the best ways to do this are:
- Including reviews and testimonials throughout your website
- Publishing case studies that demonstrate your success with other customers
- Sharing user-generated content (like online reviews and product photos or videos)
Social proof assures your potential customer that you’ll deliver on your promises. It is often the deciding factor for a customer considering making a purchase. Integrating social proof content into your customer acquisition strategy makes it more likely to convert leads and drive sales.
Grow Your Business with Customer Acquisition Content
If you’re ready to publish content that is always optimized to drive results, Marketing Insider Group has solutions. Our writers can deliver ready-to-publish content every single week for a year (or more!) and our Content Builder Service includes a customized strategy to help you deliver it.
Recommended Reads
Continue exploring our insights
Signal-First Demand Generation: Turning Buyer Intent into Predictable Pipeline – Market Wavegen
Most pipeline problems are not caused by a lack of activity. They are caused by poor timing. By the time most B2B buyers speak with sales, their decision is already taking shape. Research shows that buyers complete up to 70 to 80 percent of their evaluation before engaging with a vendor. They research independently, compare options, consult peers, and align internally long before a form fill ever occurs. This white paper from Market Wavegen introduces a new approach called signal-first demand generation. It explains why traditional demand models fail to deliver predictable pipeline and how revenue teams can identify buying intent earlier, activate outreach at the right moment, and convert signals into measurable revenue. Rather than chasing leads, signal-first demand focuses on detecting buying motion while decisions are forming. You will learn how: The paper begins by outlining the reality of modern B2B buying. Buyers now self-educate, compare vendors digitally, and delay sales engagement until late in the decision process. Traditional demand systems, built around form fills and linear funnels, are poorly suited to this reality. Market Wavegen explains why this mismatch creates common failure patterns. Marketing reports activity while sales questions lead quality. Outreach happens too late. Pipeline appears full but fails to convert. Forecast confidence declines because timing signals are missing. Signal-first demand generation addresses this problem by reversing the model. Instead of waiting for leads, it identifies high-intent behavior early and activates engagement based on signal strength and context. The white paper defines a six-stage signal dependency framework: Each stage depends on the one before it. If signal quality is weak, everything downstream breaks. Market Wavegen emphasizes that signal-first demand is not a channel strategy but a sequencing strategy. The paper also clarifies what qualifies as a meaningful buyer signal. High-value signals include competitive research, pricing evaluation, technology replacement activity, and role-based hiring trends. Low-value signals such as one-off content views or anonymous traffic spikes are filtered out. Once signals are validated, activation becomes highly targeted. Vendor comparison signals trigger competitive positioning. Replacement signals trigger migration messaging. Expansion signals activate use-case driven outreach. Timing determines message, and message determines conversation quality. The white paper includes a visual framework showing how signal-first demand connects buyer behavior, activation, and sales engagement into a single revenue system. It also contrasts traditional funnel models with signal-based pipelines, showing why early intent leads to higher conversion and faster deal velocity. Market Wavegen outlines common failure modes, including over-triggering weak signals, delayed response, lack of sales context, and unclear attribution. To prevent these issues, the framework includes built-in controls such as minimum signal thresholds, decay rules, and mandatory context delivery to sales. Sales adoption is central to the model. Every routed opportunity includes a signal timeline, inferred buying stage, recommended messaging, and disqualifying indicators. Sales teams are not asked to trust marketing. They are given evidence. The paper concludes with an adoption roadmap covering three phases: signal foundation, activation alignment, and revenue measurement. It also outlines the role of Market Wavegen as a signal-first GTM partner that helps organizations identify real buying intent, activate accounts precisely, and tie activity directly to pipeline and revenue. This white paper is designed for CMOs, CROs, revenue leaders, demand generation teams, and GTM operators who want to replace volume-driven lead models with predictable, signal-based pipeline creation. Download the white paper from Market Wavegen to learn how signal-first demand generation transforms buyer intent into forecastable revenue.
Beyond the First Sale: How Retention Marketing Boosts Lead Gen ROI?
Home – Single Post About Us Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Recent Articles
The Future of Social Selling: How to Generate Leads Without Pitching?
The Secret Weapon for Converting High-Intent Buyers.
Why SIRS + Intelligent Database ABM Is the Future of B2B Growth Every B2B company has been there: Your sales team is chasing leads that seem promising but go nowhere. They download an ebook, maybe attend a webinar — and then disappear. It’s frustrating. Time-consuming. Expensive. Here’s the real issue: Most B2B pipelines are built around lead quantity, not lead intent. And in today’s market, that’s not enough. You need a reliable, repeatable method for identifying and converting buyers who are already in-market and ready to engage. That’s exactly where Strategic Information Retrieval Systems (SIRS) and Intelligent Database Account-Based Marketing (ID-ABM) come into play — your secret weapons for turning intent into revenue. The Real Problem: Misaligned Effort and Buyer Timing Let’s be honest: Traditional lead generation still hinges on outdated models — mass email campaigns, form-fills, and reactive sales follow-ups. But modern B2B buyers don’t behave that way. Without the right systems in place, you miss the moment they’re ready to talk — and your competitors swoop in. SIRS: Strategic Intelligence That Targets Real Intent Strategic Information Retrieval Systems (SIRS) are advanced data models designed to spot high-intent behavior across your total addressable market. Using signals like: SIRS surfaces accounts that are not just a good fit — they’re actively exploring solutions in your category. For example, if a mid-sized SaaS firm in the healthcare space suddenly increases their engagement with “HIPAA-compliant CRM tools,” that’s not random. That’s intent. And if you’re the one offering that solution? That’s your moment. The Power of Intelligent Database ABM While SIRS uncovers who to go after, Intelligent Database Account-Based Marketing (ID-ABM) shows you how to engage them. Most ABM efforts fall flat because they start with static data — firmographics, company size, industry codes. But intelligent databases layer in: This means your marketing and sales team don’t waste time on lookalikes — they focus on the 5% of your market actually ready to buy. What Makes This a “Secret Weapon”? The real differentiator lies in precision timing and message alignment. Imagine this: That’s not just marketing. That’s intelligent orchestration — and it’s winning deals faster. Industry Success Ratios Back It Up Teams using SIRS + Intelligent ABM strategies through Market Wavegen are seeing serious traction: These aren’t vanity metrics. These are pipeline performance numbers — the ones that CEOs and CROs care about. Who’s Using This Now? 📌 Agencies use SIRS to offer smarter prospecting and more strategic client campaigns.📌 SaaS companies use Intelligent ABM to shorten sales cycles and reduce CAC.📌 Publishers and platforms are leveraging SIRS to uncover advertisers with growing budgets or shifting strategies.📌 Tech firms are layering SIRS into RevOps, integrating real-time buyer intent into CRM workflows. Final Thoughts: Stop Guessing. Start Converting. The gap between intent and engagement is where most B2B companies lose deals. But it doesn’t have to be that way. With Market Wavegen’s SIRS and Intelligent Database frameworks, you can transform your lead generation from reactive to predictive — and unlock higher conversion from the buyers who actually matter. Home – Single Post About Us Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Recent Articles
The Content-First Sales Strategy: How to Sell Without Making a Single Cold Call.
Cold calls are dying. Content is closing. If you’re still relying on outbound dialers and SDRs grinding through prospect lists, your sales strategy isn’t just outdated — it’s inefficient. Buyers in 2025 are tuning out the noise and tuning into value-driven content. Welcome to the Content-First Sales Strategy — a system where your content does the selling, your audience comes pre-warmed, and your pipeline builds itself. Why Cold Calling is Losing Its Edge B2B buyers now do 70-80% of their research before ever talking to sales. They read, compare, stalk your LinkedIn, binge your blog, and scroll your case studies. Here’s the hard truth:👉 If your content doesn’t exist, you don’t either. Cold outreach has a <2% response rate. But strategic content? It brings the right leads to you — with interest, intent, and urgency. The New Funnel: Education → Trust → Demand Forget “awareness → interest → desire → action.” In the content-first era, the funnel looks more like this: 🔹 Educate with real insights🔹 Build trust with consistency and transparency🔹 Create demand by solving problems publicly You’re not pitching. You’re publishing. You’re not chasing. You’re attracting. How to Sell Without Cold Calls (The Playbook) Here’s how modern B2B brands are filling their pipeline without picking up the phone: 1. Turn Your Founders, Experts & Salespeople Into Creators Thought leadership isn’t fluff — it’s strategy.When your team shares real takes and micro-case studies on LinkedIn or Substack, you earn visibility and authority. → Tip: Start with 1 story a week that answers a question your buyer would Google. 2. Map Content to Every Buying Stage Not just TOFU blogs. You need: → Build content that acts like a silent salesperson at every touchpoint. 3. Use Lead Magnets that Don’t Feel Like Lead Magnets Forget outdated eBooks and whitepapers. Instead, offer: → Give value, not gated fluff. 4. Retarget With Purpose When someone engages with your content, follow up — not with a call, but with high-intent retargeting.Warm traffic converts at 3x the rate of cold. → Think: “We noticed you downloaded our churn calculator — here’s how one SaaS founder used it to increase LTV by 45%.” Real Results: Content That Closes One of our clients — a B2B SaaS platform — cut cold outreach by 90% and tripled inbound leads in 6 months.How? A content engine powered by: ✅ Weekly expert posts✅ Niche LinkedIn newsletters✅ Video case studies✅ Demand-gen landing pages Cold calls became optional. Content did the qualification for them. Final Thought: Sales Is No Longer a Department — It’s a Content Outcome The best salespeople in 2025 won’t just be good talkers.They’ll be great storytellers, insight sharers, and content creators. And your brand?It’ll sell silently — in your buyer’s feed, inbox, browser tab, and memory — long before any discovery call. Welcome to content-first selling.No pitch. No pressure. Just pull.
The Dark Side of “Marketing Automation” (And Why It’s Costing You Deals)
Marketing automation has long been praised as the secret weapon of modern marketers. From streamlining email sequences to routing leads into CRMs, automation has made it possible to do more with less. But what if the very system designed to help you scale is actually causing you to stagnate? In this blog, we dive into the darker, less talked-about side of marketing automation—how it silently sabotages sales, erodes trust, and leads to missed opportunities if not implemented correctly. 1. Automation Without Validation Amplifies Weak Messaging Most companies jump into automation early—before their messaging has been properly tested. The result? Poorly written sequences, generic outreach, and tone-deaf campaigns get scaled to hundreds or thousands of contacts. Instead of building brand trust or driving action, these messages get ignored—or worse, flagged as spam. Tip: Start by testing your core messaging manually through 1:1 emails, LinkedIn outreach, or sales calls. Once you identify what resonates, then build automation around those winning messages. 2. Tokenized Personalization ≠ Real Personalization Adding {first_name} and {company} tags doesn’t make your outreach personal. Buyers today expect relevance, not robotic familiarity. Automation often creates the illusion of personalization—while completely missing the context of where the buyer is in their journey or what problem they’re facing. Tip: Use automation to trigger timely, behavior-based content that reflects the user’s real-time actions, such as pages visited, assets downloaded, or previous touchpoints. 3. Flawed Lead Scoring Wastes Sales Team Time Most lead scoring models are based on arbitrary metrics—like email opens or webinar attendance—that don’t always translate to purchase intent. This results in sales chasing “hot” leads that are simply curious, not committed. Meanwhile, real buyers fall through the cracks. Tip: Refine your scoring by collaborating with the sales team. Integrate behavioral signals with buying triggers such as demo requests, pricing page views, and repeat visits. 4. Overreliance on Chatbots Frustrates Real BuyersChatbots can streamline support and qualify leads—but only if they’re intelligently designed. Too often, visitors get stuck in poorly scripted flows that never lead to real answers. High-intent buyers get blocked instead of guided. Tip: Use bots as a routing layer—not a replacement for human interaction. Always offer the option to speak with a real person, especially for enterprise or high-value leads. 5. Rigid Workflows Ignore the Non-Linear Buyer Journey Most automation workflows are built on a straight-line assumption: Step 1 leads to Step 2 leads to a conversion. In reality, the modern buyer zigzags. They drop off, revisit, loop back, and research across multiple touchpoints. Rigid automation doesn’t adapt to this. It pushes leads down the same funnel regardless of behavior, leading to irrelevant follow-ups and missed opportunities. Tip: Design flexible, behavior-triggered automation journeys that adapt to each user’s real-time actions and intent signals. 6. Automation Is Often Used to Avoid Real Work The biggest danger? Automation becomes a shield. Instead of doing the hard work—customer research, copy testing, talking to real prospects—marketers hide behind sequences and dashboards. But real insight comes from friction. From learning what buyers say, do, and want. No amount of automation will substitute that. Tip: Use automation to reduce busywork, not replace strategic work. Let it clear your schedule so you can focus more on strategy, creativity, and real customer engagement. Conclusion Marketing automation isn’t the enemy—but how you use it determines whether it becomes a powerful ally or a silent deal-killer. If you’re seeing lower engagement, disjointed funnels, or frustrated prospects, it’s time to look beyond the automation tool and revisit your marketing fundamentals. Key Takeaways:
Why Paid Ads Are Getting More Expensive? (And How to Beat the System)
The Paid Ads Crisis: What Every B2B Marketer Needs to Know If you’ve noticed your cost per lead skyrocketing lately, you’re not imagining things. Whether you’re running campaigns on Google, LinkedIn, Meta, or programmatic platforms, digital advertising costs have surged up to 30–50% in some B2B verticals. But the question is—why is this happening… and more importantly, how can you beat the system without throwing more budget at the problem? At Market Wavegen, we’ve been watching this closely while deploying Strategic Interest Reversal Sales (SIRS) and Intelligent Databases to help agencies, publishers, tech, and SaaS companies outsmart—not outspend—the competition. Let’s break it down. Industry Trend Breakdown: Why Paid Ads Are Getting More Expensive 1. More Competitors, Same Eyeballs As more companies enter the digital race post-pandemic, demand for ad placements has exploded—especially in high-value B2B sectors. But audience size hasn’t grown at the same pace. Result? Ad auction inflation. 2. Algorithm Fatigue & Declining Ad Performance Major platforms constantly tweak their algorithms, prioritizing engagement over intent. That means you pay more for less-qualified traffic—and your ROAS (Return on Ad Spend) takes a hit. 3. Privacy Laws & Data Loss Third-party cookie deprecation, GDPR, and iOS updates have made precise targeting harder. Marketers now need to pay more to reach broader audiences just to stay visible. How to Beat the System: 4 Cost-Saving Strategies That Work At Market Wavegen, we help clients flip the ad model by focusing on data-first intelligence, not guesswork. Here’s what actually works today: 1. Leverage Intelligent Databases for Precision Targeting Generic personas won’t cut it anymore. Our Intelligent Database Account-Based Marketing (ABM) identifies and profiles high-fit accounts based on real-time behavioral signals—so your ads only target decision-makers who are actively in-market. Result: Lower cost per lead. Higher conversion rates. 2. Use SIRS to Find Hidden Demand Pockets Our proprietary Strategic Information Retrieval System (SIRS) analyzes untapped intent data, industry shifts, and competitor activity to pinpoint emerging demand pockets before your competitors even notice. Result: First-mover advantage in micro-segments with lower ad competition. 3. Segment Smarter, Not Broader Instead of spreading your budget across large, high-competition audiences, we segment prospects based on industry-specific buying triggers, funding events, tech stacks, and more. Result: Sharper targeting. Better ROI. Less wasted spend. 4. Integrate Paid with High-Intent Organic Signals Paid ads should amplify—not substitute—your demand generation strategy. We guide B2B clients in blending organic ABM intelligence with paid media buys so every dollar accelerates conversion—not just clicks. Result: Stronger marketing ROI with long-term compounding returns. Spend Smarter, Perform Better Paid ads aren’t dying—they’re evolving. The winners won’t be the ones with the deepest pockets but the ones who know where and how to focus their spend. With Market Wavegen’s SIRS and Intelligent Database strategies, you don’t need to outbid. You need to outsmart.
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