Marketing Interactions

JANUARY 30, 2017

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. This is what builds engagement and progression toward the outcomes B2B audiences—and marketers—must achieve. And that’s just what we’re asking our audiences to do.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

FEBRUARY 17, 2020

Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. We struggle to create compelling content that engages our audiences at every stage. not just anyone – the audience you’re engaging). But for many buyers, the B2B content they encounter is out of context.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JULY 25, 2021

By trying to prove we “know” our audience, we’re distancing ourselves from them. In fact, the less frenetic you are about it, the more relevant you’ll find your marketing—as gauged by audience response and engagement. Just think about that. And I’d argue, there’s nothing “hyper” about that. The post Why Is B2B Marketing So Hyper?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

MAY 21, 2018

This statement includes the target audience, the “what” we will help them learn, and the result they will get from the information. When you look at the body of content you’ll develop to achieve this goal with this specific audience, it becomes easier to define the content metrics that inform your content marketing strategy.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

DECEMBER 26, 2016

As more functions within the organization are creating, publishing, and distributing content to shared audiences, a lack of clarity can result in fragmented experiences that do more harm than good. And that brings clarity for your external audiences. And that brings clarity for your external audiences. Consistency.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 14, 2021

Come across a brilliant idea for content that we can’t say no to, created it and launched it to an unsuspecting audience thinking they’ll be thrilled. However, sometimes we’re our own enemy in the engagement and relevance department. We’ve all done it. But…crickets. Attention is fleeting if information isn’t relevant.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

MAY 21, 2018

Improvised content was acceptable a decade ago when an open playing field contained little competition for audience attention. Collaboration is essential to ensure the visibility and coordination on which content gets developed for specific audiences and to meet specific goals. Creating content is only part of the function.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

APRIL 21, 2017

Content marketing operations formalize planning and put guard rails around what content will be developed, for what audience and purpose, as well as where it will be distributed. B2B audiences seek out content in relation to jobs to be done. And, yes, it’s often a “content emergency,” requiring fast turnaround. Content Must Be Hirable.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

MAY 23, 2018

If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation. Marketers must understand their audience intimately and use content to create connected, progressive experiences.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

SEPTEMBER 30, 2018

Unfortunately, the following recent research findings indicate not a lot has changed since I wrote my book four years ago: 55% of B2B marketers somewhat or strongly agree that they have difficulty getting their message and content in front of their target audience. Bridge the Gap , 2018, Ytel]. Widen Connectivity Report , 2018.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 20, 2021

If the parts of the story your audience encounters don’t help them advance or—even worse—confuse them, they will move on in search of more relevance with less effort. It’s the context that will shift as the audience (hero) changes along the way. Your story must be architected in a way that allows buyers to drive their experience.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

APRIL 26, 2022

The point is that to be more human—which results in building trust—requires that our audiences “feel” the experience is human—not that it actually is human-to-human. Because of that perceived investment, people developed more trust in the organization. Think relatable, relevant, and empathetic.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

Marketing Interactions

FEBRUARY 7, 2020

Otherwise we may find our audiences’ response is TLDR (too long, didn’t read). Then they put it aside and return when the next window of time is available. We need to size our B2B content to fit into those windows of opportunity in a way that’s meaningful and fuels purpose. It’s simply too much, too soon.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

OCTOBER 8, 2020

From creating brand awareness, positioning your products against competitors, and attracting your target audience to creating buying intent and building customer loyalty, lifetime value, and advocacy. Whether that’s in the products themselves, or how they’re made, you also have new content opportunities. The Job of Sales Content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JUNE 27, 2021

You’d think we’d be making progress. But the above three findings from 2021 reports indicate that’s not true for close to half of the marketers who participated in the research.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

APRIL 18, 2019

Relevance is in the eyes of your audience. The best way I know to do this is to talk to your customers and document those insights based on problem-to-solution pathways. And that results in well-constructed buyer personas that give you the depth you need to create content that resonates. And that’s not you.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 26, 2022

By re-evaluating the foundational components of your GTM strategy, you’ll enable both marketing and sales to address changing needs and wants , keeping the relevance level high and building trust as your audiences will continue to know you “get” them.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JULY 18, 2021

Content is viewed as personalized when it helps the audience take the best action to advance their thinking at just the right time. In a business setting, responsibilities based on role, problem-to-solution process, industry, and company have more impact than knowing their shoe size or where they graduated from college.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

AUGUST 1, 2021

Audiences must be both broad and narrow. If your buyer asks his or her network for their opinion, what will they say? Have they heard of you? What have they heard? Online reviews also fuel fame…or put it in question. It’s important to consider buyer dynamics. Almost half of working professionals change jobs at least every 4 years.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

JANUARY 19, 2020

After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers. 3 Steps to Identify Worthy Buyer Personas. Start by talking to your sales team.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

OCTOBER 5, 2022

You can also hold advocate roundtables on relevant discussion topics without an audience and use those to create videos and articles about value, user adoption, risk mitigation, and what’s next to use in expansion nurturing programs. You can do this successfully on-site or virtually.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

NOVEMBER 2, 2021

Easy – they’re everywhere your target audience is…. Most marketers still struggle to understand what’s relevant to their buyers and customers. That’s a problem you must solve to use Q&A for high-impact results. So, where do you find buyer questions? In the customer interviews you conduct to build personas.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

MAY 23, 2018

The result is improved customer experiences that provide value to your audiences and align with your company’s business objectives. Managing a content inventory and its distribution is as important as the original investment in creating your content. Budget Deficits.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

JUNE 23, 2017

And, you’ll find that speaking to her will be relevant to many in the target audience because her story is based on the commonalities discovered during the persona creation process. “A Focus on a handful of industry sites and social media platforms that give you the best opportunity for engaging this specific audience. In Conclusion.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

APRIL 11, 2019

Then social media came along, and you could draw an audience to your company’s content outside of those you knew in your database. There was no real story, the sends were mostly predicated on new product releases or updates and features or “me, me, look at me, I’m the leader” propaganda. It didn’t take much to attract a crowd.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

This is a critical step so that you will know where the gaps are, how much conflict there is in audience perception across the enterprise, and where the push-backs may come from when it’s time to institutionalize the personas. Select members related to the focus of the project from sales, product marketing, and line of business management.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 13, 2021

It’s for your audience. The team kept trying to evolve the story and couldn’t figure out why their audience wasn’t engaging. Break the “If I don’t like it, they won’t like it” Evaluation Process. This one is a never-ending source of frustration. Unless you ARE the persona you’re selling to, what you think doesn’t matter.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

How will you get your target audience to opt-in to your SMS campaign? Most marketers have been using content marketing to grow audience subscribers for a number of years. Just as in any other campaign you run in other channels, there must be calls to action (CTAs) that are compelling enough for your audience to act upon.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

What else did the audience who viewed your infographic do? Here’s how I define it: A Content Experience is the orchestration of storyline, messaging, and resources that speaks to a specific audience in context in a way that motivates them to engage and take an action in response. has more views than other formats this month.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

Target Your Audience. Content can’t speak effectively to more than one audience. What I mean by this is that brilliant, engaging, and relevant content is audience-driven. This means one audience at a time. Focus on engaging the right audience and serving them well. The problem is in how that approach is taken.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118