With advances in technology, the way individuals and organizations consume content is changing, as is the speed and volume of which that content is consumed. Consequently, customer needs are also shifting.

Your buyers are now in the driver’s seat when it comes to the decision-making process, and they’re making their preferences heard loud and clear. They are no longer waiting for in-person interactions with your sales team; instead, they’re searching online when making purchasing decisions. In fact, 79% of buyers start their evaluation with an online search, and 33% consult peers or ask questions on social sites.

For our partners, statistics like these not only reaffirm the importance of an online presence and social content, but also provide insight into the paths that generate better leads. Think laser-focused marketing initiatives to make your customers feel as if you’re talking “right to them” or thoughtfully crafted blogs coupled with the perfect ad placement.

So, how to you begin to develop content that is both relevant and impactful?

Here are four powerful ways to amplify your messaging:

1. Visitor de-anonymization. Across the B2B and B2C landscapes, companies are using visitor de-anonymization via opt-in communications to develop stronger relationships with both their customers and prospects. By gathering customers’ information in exchange for content, you can personalize their website versions with content that appeals to them–ultimately, increasing your chance for additional click-throughs and business opportunities. Examples of opt-in communications that can provide insight into the interests and needs of your customers include case studies, how-to guides, email newsletters and surveys.

2. Automated personalization. Similar to how visitor de-anonymization leverages opt-in requests to determine user preferences, automated personalization analyzes historical and real-time streams of visitor data to continuously determine which Web experience each visitor wants and then delivers it. On a larger scale, this same customization allows you to connect with buyers throughout the customer lifecycle, from the research phase all the way through to selecting a vendor or solution.

3. Programmatic ad purchasing. Simply put, programmatic ad purchasing shows your customers the right ad, at the right time, in the right place–based upon actual data. The systems housing this data can help you manage campaigns on the fly, allowing you to pinpoint what’s working best in a certain geography or market segment, and even helping you drill down to the time of day that’s most effective. Consider how this information can help narrow your target audience, not to mention the positive impact it can have on ROI.

4. Website content syndication. Widely used throughout the industry, website content syndication is a simple-to-use tool that ensures your website content is always up-to-date and features the most accurate information, including product updates and current offerings. VMware’s Website Content Syndication also features solution overview documents, free trial forms, contact forms and high-value gated resources available in 14 languages. The benefits of syndication span beyond time and money savings–to a boost in leads and potential new revenue opportunities.

So, how can VMware help you more effectively manage and deploy critical content to your customers? We’d love to hear your thoughts below. To learn more about how to create awareness using VMware content and lead generation capabilities, please refer to the Website Content Syndication page on our Partner Demand Center.

Sandra Haan is acting VP of Partner Marketing at VMware. 

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