Marketing Interactions

JUNE 23, 2017

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. Why would you ever want to give it to them?

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

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. B2B buyers crave meaning and connection—not just utility or value.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. Measuring individual clicks doesn’t tell enough of the story for a complex B2B buying journey. Email metrics are a great example. Responsiveness.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

APRIL 21, 2017

As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. This has led a majority of B2B marketers to admit that their content marketing is not effective—year over year. B2B audiences seek out content in relation to jobs to be done. Content Must Be Hirable.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

OCTOBER 8, 2020

Originally published on Modus blog. By matching up the “how to use” with the “what to use” you’ll be helping your reps act smarter and in concert with what buyers want and need to move forward in making a purchase decision. The post How Marketers Can Help Reps Use Sales Content Effectively appeared first on Marketing Interactions.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

APRIL 11, 2019

I remember back when just putting up a blog post once or twice per week was a novel approach to content marketing. Seems like I just started. There’s something new to learn every day and content marketing feels like it’s taken over marketing. Well, essentially it has. In 2005, HubSpot came along, followed by Marketo in 2006.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JULY 5, 2021

Believe me, if the information is garbage, you’ll be hitting that back button in short order, without caring if it’s an infographic, video, or a blog post. You pull analytics on content performance and see that your infographic (or blog, or case study, etc.) Did they subscribe to your blog? A Focus on Format is a Siloed View.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 21, 2018

Originally published on SMS-Magic blog. Every business has a need for transactional messages. Businesses that can pull off purposeful conversations will see continuous engagement and business growth. The post SMS Messaging Moves Businesses Beyond Transactions appeared first on Marketing Interactions.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. I work with a lot of B2B marketing teams that are pressured to do more with less. Tell a Story.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118