Marketing Interactions

MAY 23, 2018

You’re creating content—lots of it. If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to your customers. And content is the versatile weapon of choice.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

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. One of the key foundational elements to a content marketing strategy is a buyer persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 23, 2017

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. It also enables content creators to step into the persona’s shoes when the time comes to develop content or ideate programs designed to engage her. These types of details also play into tone, voice, and style for your content.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

OCTOBER 15, 2021

Marketers produce or oversee/govern much of the content used across the customer continuum, including for brand awareness, demand generation, ABM, sales outreach and follow-up, customer engagement, social media, events, advocacy programs, and more. There needs to be one orchestrator of brand narrative: messaging, content, and story.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

JULY 18, 2021

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. However, personalization remains a priority for B2B marketing executives, with 52% planning to increase spending on content marketing and personalization technology to get this right. Connection.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

NOVEMBER 2, 2021

Asking questions is the best way to gain deeper insights. This one is critical for buyers given the overwhelming amount of content available on every topic—not to mention the conflicts in information they must untangle. To be effective, the questions your content answers must address buyer inquiry. Answer (your content).

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JULY 31, 2022

I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). Without strategy, all you have are random acts of content. Content should be helpful for both customers and buyers…everyone consuming it.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

MARCH 7, 2022

Content Ideas for Lost Opportunity Engagement. Competitor Content: Just bear with me… If you have a competitor publishing great, relevant content that speaks to a reason you lost an opportunity, such as lack of differentiation, here’s your opportunity to show why you’re a better choice—without dissing the competition.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

SEPTEMBER 26, 2022

Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. Also, ask them what they found most valuable in their interactions with your company during the process—from the content they viewed to their conversations with your sales reps. The topics it covered.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

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. Given the amount of information that presents differing ideas and perspectives, they have trouble reconciling it to understand how to make the best choice.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JANUARY 25, 2022

But, unless your B2B content marketing strategy and programs sucked last year, taking a clean slate approach is not the best idea. This means your content marketing strategy needs to follow suit. Balancing Internal Changes with Content Marketing Strategy. Buyer Expectations Aren’t as Fickle as Marketing Campaigns.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

APRIL 18, 2019

When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. The best way I know to do this is to talk to your customers and document those insights based on problem-to-solution pathways. Personas give you that yardstick to determine if your content levels up.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

FEBRUARY 20, 2022

In a recent article , Robert Rose stated “I see wicked problems a lot in content strategy. The trick is that it’s not the best use of your sellers’ time to rely on them to teach buyers about the problem. We need content at all levels of assessing and clarifying the problem, its impacts, and the outcomes made possible by solving it.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

OCTOBER 5, 2022

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.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

AUGUST 8, 2021

At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers. It’s not about volume of content viewed, but which content. What context does that content indicate? They are sales-driven, not buyer-driven.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

SEPTEMBER 20, 2018

In this blog, I’ll cover best practices for B2B marketers to make the shift from funnels to lifecycles to increase ROI and help your customers stick with you for the long run. What content, tools, or resources can you provide to generate excitement and anticipation for using your solution? Develop a Clear Customer Engagement Strategy.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JULY 25, 2021

Natalie Petouhoff says this about ABX (Account-Based Experience) – “ABX is being able to know where the customer is in the buying cycle and using intelligent insights to know when to engage, with what content, and what to say to each and every account.”. Is this an example of hyper-relevance? Hyper personalization? Just think about that.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. But how many B2B marketers can say they truly KNOW their customers? I wonder what used to inform them….

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JUNE 4, 2017

Our customers have shown high engagement with these content assets; what can we create to continue the story or fill in the gaps to help them solve this problem? One of the best things about ABM is the first part: the “Account.” This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

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

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. I’ve created more than 400 buyer personas over the last four or five years.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

AUGUST 15, 2022

We’re still focused on our products and brands as the best option—for everyone who will listen. This role is now more important than ever. The enduring problem both B2B marketers and sellers have almost universally is self-focus. We push the sale instead of solving a problem and showing our buyers how to get the outcomes they need.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

MAY 23, 2018

Most marketers have been using content marketing to grow audience subscribers for a number of years. This means your content must be compelling and designed to address a relevant context for the recipient. Best practices advise 2 to 4 messages per month. How will you get your target audience to opt-in to your SMS campaign?

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 21, 2018

Use the “And Then” process to construct your conversation: The best way to create a conversational narrative is to decide what you want to share and then keep asking what’s next based on what you want them to do. Best practices dictate no more than 2 – 4 messages per month. After each step you start with “and then” and keep going.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

JULY 5, 2021

Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. You pull analytics on content performance and see that your infographic (or blog, or case study, etc.) What’s Your Content Done for You Lately?

Relevance 140

Relevance Top of Funnel B2B Content 140

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. Content can’t speak effectively to more than one audience. Some of these may sound familiar.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118