Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. Marketing redesigns the website in preparation for a big, new product update. The use cases they choose differ from those on the new website. Architect B2B Messaging and Stories Around Customers. Silos are the enemies of consistency and brand resonance in B2B messaging.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

AUGUST 8, 2021

When you model the mapping of your website and you tag pages in the taxonomy for product and solution, as indicative of intent, do you consider the impact of content that’s designed to help people assess what change entails? Making the shift to close the gap between B2B buying and selling is not for the faint of heart.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

OCTOBER 8, 2020

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. At a minimum, a B2B buyer is thought to: Understand the problem they’re trying to solve. And that’s not usually a sales pitch.”.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

APRIL 14, 2019

Marketing automation is the foundational solution in the Martech stack for many B2B marketers. Have you ever landed on a vendor website and not known where to look for the information you were after? Through reverse IP lookup, the content served can be personalized to the company employing the website visitor.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

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

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

FEBRUARY 15, 2019

But how many B2B marketers can say they truly KNOW their customers? Website Analytics: Knowing which content on your website is visited by your prospects, buyers and customers is always useful for culling topics and trends and educational needs for buying. Many B2B reports are based on inputs from 150 buyers.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations. ABM, done well, can transform B2B companies from being product pushers to account champions.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

MAY 21, 2018

Align your messaging with your brand’s attributes so the experience is fluid when your customers experience your brand in other channels or visit your website. You want to stay professional but come across as friendly. Just remember to avoid jargon or acronyms that your customers won’t immediately understand. Identify yourself.

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