Activities Related Topics 
Marketing Interactions
NOVEMBER 15, 2021
In the earlier stages, the score is all about them—their searches and activity without you. No indicated awareness your company exists on their active radar. One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. The intent data lacks specificity.
Marketing Interactions
FEBRUARY 20, 2022
Pretty soon, you notice display ads from a vendor you slightly remember from your search activity—as if they’re stalking you wherever you go online. Part of the reason lead scoring and using intent data goes wrong is that it’s focused on the number and timing of activity, more than the context of the engagement.
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Marketing Interactions
JUNE 27, 2021
There are two potential conclusions I draw from the above circumstances: Marketers are fibbing about actively USING buyer personas. But boy are they worth it when you see engagement climb and can prove the ROI of content based on active contribution to pipeline velocity. 2021 Content Management & Strategy Survey – PDF).
Marketing Interactions
JANUARY 19, 2020
While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. 3 Steps to Identify Worthy Buyer Personas. Why do the work twice?
Marketing Interactions
AUGUST 1, 2021
Therefore, brand supports and activates demand while demand completes the virtuous loop of delivering on the promises made by brand interactions to acquire customers, thereby creating advocates that evangelize the brand. These are all good arguments for brand marketing—if you discount all the top-of-mind marketing that adds no value.
Marketing Interactions
JULY 31, 2022
Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. The number of touchpoints has increased (up to 27 per person, per Gartner) and only 3% want to speak to your sales reps for education.
Marketing Interactions
AUGUST 24, 2021
However, I disagree with some of this statement: “ With so much online buying activity, there is an urgent need for most marketers to move their content marketing portfolio away from thought leadership, industry trends and infotainment, which comprise the bulk of today’s content marketing fare, and toward buyer enablement. ”.
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