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. Today that’s like waving a red flag in front of a social media share button to rant about their poor experience and frustration, calling your brand out by name.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

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

AUGUST 1, 2021

I’d argue that social media and search play a big role in fame, as do buyer-driven stories that fall more in the traditional realm of demand. Audiences must be both broad and narrow. Fame, defined as awareness at scale makes it easier and lends a sense of comfort for buyers in justifying buying decisions. Have they heard of you?

Demand 69

Demand B2B Marketing Brand Identity Branding 69

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

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

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

MAY 21, 2018

Improvised content was acceptable a decade ago when an open playing field contained little competition for audience attention. Content marketing has many inputs, from writers and editors to graphic designers, social media, SEO, and more. Today you need structure, strategy, and discipline to succeed with content marketing.

Cost 69

Cost Content Marketing Automation Services Work Management 69