Marketing Interactions

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Going back to the stat above – less than 2 respondents find B2B marketing meaningful for humans. If this doesn’t concern you as a B2B content marketer, it should. Read that again.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

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 ). Edelman/LinkedIn ).

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Misconceptions About B2B Buyer Personas

Marketing Interactions

I’m really tired of seeing people dismiss B2B buyer personas as worthless. Creating content for specific stages of the buying process. It could be—with buyer personas built to uncover true insights about attitudes, perspectives, change management, and thought processes of the people who buy and use your products and solutions.

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

This is a huge opportunity for how we develop humanness in B2B content experiences. We can start by dropping the jargon and the “scripts” of how we think marketing and sales content should sound and just talk to our B2B buyers like the professionals they are—as people. Perception is the Linchpin for Humanness in B2B Content.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Trying to change it, rather than fix it – make it more “welcome” by modifying the process or the technology, or shifting direction to avoid the problem as it’s perceived to be. The Mandate to Help B2B Buyers with Problem Blindness. Do you feel it?

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

B2B Intent data is the latest tool in the marketing stack on the hype cycle. Therefore, we can expand the dependencies a bit further in B2B marketing and selling by recognizing that interest must be sustainable, and intent must include the ability and willingness to act (buy). The Rabbit Hole of B2B Intent Data.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

I recently wrote about B2B nurturing for net new vs. existing customers. Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. What to Consider for B2B Nurturing for Lost Opportunities. Why did you lose that opportunity? But what about lost opportunities?