Marketing Interactions

AUGUST 15, 2021

B2B buyers consume at least 13 content assets during their buying process. Do they only arrive on your site via search or a targeted display or social ad? The post Why Sales Shuns B2B Marketing Qualified Leads appeared first on Marketing Interactions. Put Some Substance Behind Your MQLs. I’ve seen it as high as 17.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

APRIL 21, 2017

For context, this is a B2B SaaS product. But what was important to this customer was the holistic sharing of advocacy for a product via online means—whether social platforms, self-motivated testimonials or reviews or some form of organic expression or dialogue about the product and company. B2B Buyers Will Change if Marketers Don’t.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

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

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

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

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

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

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. Orchestrating progression is a key goal.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

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

JULY 5, 2021

Did they like it on social? Instead, B2B marketers need to understand the relevance and impact of content experiences, not one-off encounters. This is where B2B content experiences come into play. The post It’s Not the Format of Your B2B Content, It’s the Relevance appeared first on Marketing Interactions.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 21, 2018

It’s social and more casual than formal communication. As related to the example above, based on whether your customer chose to dine in your restaurant or attend the class, you’ve learned something about them that can inform how you continue the conversation. A conversation after all is an exchange of ideas.

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