| | | Marketing Interactions | | | | 3 articles |
| Page 1 of 1 | Previous | Next | MARKETING INTERACTIONS JANUARY 31, 2012 Why B2B Marketers Must Address Status Quo When I do stategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my book knows that I always start very early in the process with the stage of Status Quo. My definition of status quo is the buyer's current situation. We get to that by answering questions such as: How are they doing what your product enables today? What workarounds may be in place that could be escalating pain? Why should they care about what you're talking about? What would get their attention? Period. End of discussion. | MARKETING INTERACTIONS FEBRUARY 2, 2012 Marketing Cloud Computing to Non-Believer CIOs Cloud computing is a pretty big deal. It's one of the top priorities for many CIOs. So, it should be a pretty easy process to build a B2B content strategy that helps CIOs make a purchasing decision. Or is it? subscribe to a lot of newsletters and have a ton of Google Alerts to help me mine for information I use to learn more about the buyers my clients sell to. In my Inbox today was a bonanza of a resource. SearchCIO sent me a link to: Quick take: Why iRobot's CIO doesn't like enterprise cloud computing. Completed: A major upgrade to their collaboration portal. | | | | | |
| MARKETING INTERACTIONS JANUARY 29, 2012  The Content Marketing Continuum: Part 1 Online publishing has changed the game. Yes, the Internet changed everything. You've heard it before. But, what many B2B marketers haven't yet grasped is the shift from start and stop marketing campaigns to approaching online publishing as a Content Marketing Continuum. To make this shift, marketers need a framework, not just the ability to publish content. Steps to building buyer personas. | |
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