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 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. 9 Components of a B2B Buyer Persona. As the title suggests, this element gives a narrative snapshot of a day in the life of your B2B buyer persona. This section can also be classified as “Goals” or “Priorities” of the B2B buyer persona.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. Case in point > BANT. The Case to Banish BANT. First, let’s look at why BANT is ineffective.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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

OCTOBER 8, 2020

Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Most marketers treat content like a tactic, not a product offering. For a litmus test, ask whether your content is valuable enough that your buyers would pay to have access to it.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

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. Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. It didn’t take much to attract a crowd. The Evolution of Content.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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