Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. Demand marketing is said to be focused on short-term acquisition – those 5% – 10% of buyers currently in-market. Demand – acquisition. This confuses me. Brand – interest. Demand – urgency.

Demand 69

Demand B2B Marketing Branding Brand Identity 69

Marketing Interactions

JULY 5, 2021

Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. So, you think, wow, that really worked. It’s time for marketers to go way beyond top of funnel, or a focus on lead acquisition. But do you really?

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. A C-level conversation about marketing must relate to how the work of marketing helps the company to reach its objectives and revenue goals. But blindly doing so doesn’t support the long-term strategy of your marketing organization. Key Takeaways.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118