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The landscape of B2B technology sales is shifting dramatically with the timing of marketing now in the hands of buyers - recommenders, influencers, and researchers. According to MarketingSherpa, in 4 out of 5 cases it is the technology buyer who finds the technology vendor first and not the other way around. In this dynamic environment of Web 2.0, marketing content becomes the defining factor for technology firms to attract, engage, and convert prospects. Covisio understands the new rules of B2B technology sales. Our innovative Integrated Content Strategy is at the heart of Covisio's content marketing and social media marketing services that target every participant in the buying cycle with the right message and at the right time.

Covisio’s Integrated Content Strategy (ICS) provides the most comprehensive way to get the interest of all stakeholders by crafting the appropriate messaging to reach out to the professionals actually doing the vendor research, educating others, making purchasing recommendations, and taking the final decision. The Covisio ICS framework includes:

1. Prospect Profiling: Covisio begins the process by working with your sales and marketing organization to get an accurate picture of players typically involved in the buying process for a particular product or service.
2. Messaging Analysis: At the crux of the Covisio framework, we determine the level of synchronization between marketing messages and the concerns of potential buyers, identify holes in your collateral offering, and measure the level of biased/slanted content.
3. Content Inventory: Our dedicated team of researchers catalogs all existing content, maps each item to the appropriate buying cycle participant and fishes out outdated and/or incorrect content.
4. Competitor Comparison: The final step prior to content development is to uncover what content from your competitors technology buyers find most compelling. A thorough analysis of the competitive landscape ensures best-of-breed marketing content.
5. Fact-based Content Development: Based on our in-depth analysis and tireless research, Covisio creates an arsenal of content that provides better proof points, clearer value propositions, industry statistics, and real world success stories. Content that B2B technology buyers crave, but rarely get.
6. SEO Synchronization: Successful Search Engine Optimization (SEO) and Social Media Optimization (SMO) is all about strong content. During the content development process, Covisio has your rankings and organic marketing needs in mind. Inclusion of relevant keywords, search term modifiers, and content that attracts authoritative links and multiple diggs is a key objective.
7. Optimized Channel Distribution: The undeniable fact is that the timing of marketing is fully in the hands of the technology buyer. Covisio expertly crafts content and helps determine the most cost-effective channels to reach each stakeholder in the buying cycle when and where they are looking for content.
8. Continuous Feedback: The final step in the Covisio framework is a continuous feedback loop. We work closely with your sales team to understand what is working, what is not and why. Our content is living, dynamic and always reflects market feedback.

By working with Covisio to ramp up marketing content efforts, marketers have a golden opportunity to generate more leads, close more sales, and ultimately maximize their firm's marketing ROI.

Covisio's Integrated Content Strategy is always at the heart of our service offerings:

	Sales Enablement: Gain access to a complete arsenal of sales tools to engage every stakeholder in the buying cycle and facilitate the sales process.
	Content Marketing: Reap opportunities to deliver quality marketing pieces when they are needed without being held back by tight deadlines or resource shortages.
	Social Media Marketing: Monitor online conversations and exploit the power of Web 2.0 initiatives like blogs, podcasts or social networks in your marketing mix via the most effective way to ensure the highest ROI.
	Online Events: Stand out from the pack with top-notch webinars to build up industry leadership and generate quality leads.
	Email Campaigns: Engage your audience with immediate and urgent value to establish thought leadership, nurture leads, and improve customer loyalty.
	Search Engine Marketing: Synchronize your marketing content with search engines and social media conversations for improved web site rankings and high quality visitors.