Marketing Interactions

OCTOBER 15, 2021

While the events I’ve attended and material I’ve read tend to apply the focus on sales as the central pivot for RevOps, I find that approach distracting for sales and a discredit to B2B marketers. 69% of B2B marketers are responsible for some (41%) to all (28%) of customer experience ( Capgemini ). B2B Research 2022 CMI ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

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. It’s hopefully a given that your demand messaging has done so. This confuses me.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

FEBRUARY 17, 2020

Content marketing has been an ongoing practice for B2B marketers for more than a decade. But for many buyers, the B2B content they encounter is out of context. B2B Buyers say: Give me messaging I can understand. B2B Marketers say: Our personalization efforts are mostly ineffective. Provide substance over style.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. You see, buyers just don’t care whether the B2B conversation is initiated or upheld by marketing or sales.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. 28% of B2B marketers describe their organization’s content marketing maturity as sophisticated/mature. 28% of B2B marketers describe their organization’s content marketing maturity as sophisticated/mature.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

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

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. We target them based on what we want to achieve rather than making them the hub from which we pivot. We need a campaign for Q2 to generate #X leads/demands for product A. One of the best things about ABM is the first part: the “Account.”

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64