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Marketing Interactions

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

The best thing we can do is empower marketers to address them—and help other teams do so, as well. With buyers becoming more self-reliant, buying becoming more chaotic and confusing, and confidence jittery on both sides, we need to stack the deck in our favor the best way possible. Each of the core revenue teams has a role to play.

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. The outcome of one experience informs the best action that comes next. The question is: Is that next best action available and obvious to the buyer? But it’s not working out very well.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

It should also show them how to best prepare for the implementation to accelerate time to value. Creating advocacy is the best way to ensure your customers have a stake in the ground in the success of your company. And stay with you because it wouldn’t be in their best interests to switch. Isn’t that the point?

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

Perhaps the best way for B2B marketers to use personalization is to focus on empathy. And that’s one of the best returns on the investment you make in content available in a B2B complex purchase. Think about how they might “feel” about the situation/problem they’re confronting.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Your sellers don’t know how to use specific content to best advantage. Your sales content doesn’t need that big a push, but it does need some help to ensure your reps use it to best advantage. Sellers use outdated content saved to their laptops to avoid the archeological dig. Sellers struggling to find content is nothing new.

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

Producing a matrix based on the above can also serve as a helpful resource for your customer-facing teams that need to figure out what the next best content is for a buyer they’re engaging with.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

Considering only 18% of companies rate their customer experience as excellent (best in class), improving retention programs can help you transform your customer relationships—and your revenue growth. Toward the effort of improving customer experience, investing in new content and creative (42%) is a top priority.