How to engage and serve your customers in a world in which landfill content proliferates

Generative AI has definitely turned up the volume on inbox noise. When your competitors use Generative AI to personalize at scale and the inbox noise has exponentially grown from its already dire state, how do you win an outsized share of attention?

Lowering the barrier to entry means content proliferates; buyers receive more personalized outreach, but content is less trustworthy and merely carries the appearance of being insightful. Customers become confused, maybe irritated, and conversion rates go down. The easier it becomes to create attractive content that lacks trust, the more impactful it will be to create authentic content. Everything else will get lost in the wash.

Today, at the beginning of this revolution, sales cycles take five times the number of touches to close than five years ago.

Earlier this year, Foundry pulled together research showing two major trends: First, 96% of buyers want content tailored to them by Industry, Tech Stack, Company Size, and Job Role. Second, the number one content type buyers prefer is from real user experiences and product testing.

Focus on your buyer. Give your customer the many content insights they need, when they need them. Engage them, and nurture them through the buying process with a blend of insightful content from peers and experts, and tailor it to their role, market, and vertical.

Versioning for curation and personalization at scale is an excellent use of Generative AI in content creation. You can choose channels and formats that suit your organization and customer base. But you must start from an information source that adds real value and insight.

Adding value and insight to content is exactly why PeerSpot speaks constantly to IT buyers to generate product reviews and ratings, and comparisons of pricing, performance, and features. With 95% of reviews sourced from phone or in-person interviews of real users, PeerSpot's methodology produces the most in-depth and credible user content in the industry.

PeerSpot's platform PeerReports enables marketers to create personalized, user-based content creation at scale.