Marketing Interactions

SEPTEMBER 14, 2021

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.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

SEPTEMBER 30, 2018

The RMM will be most effective if used as the standard to evaluate relevance across channels and the company to establish processes for continuous improvement specific to each area in relation to the quadrant it occupies on the matrix. The least effective quadrants of the RMM are Irrelevance and Shifting Relevance.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 23, 2018

While marketers have widely embraced content marketing, we’ve yet to give it the foundation of a content operations function to manage its effectiveness at scale. Content shock—a condition coined by Mark Schaefer —is in full effect. Establishing a content operation is the next step toward consistency, effectiveness, and scale.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

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. Customer success has their hands full onboarding and supporting your existing end users in using your products effectively.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work 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. Creating a strong customer retention strategy doesn’t always mean focusing on getting more money, but can be just as effective when focused on getting more time.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

AUGUST 24, 2021

As marketers, we tend to have drunk the Kool-Aid that declares our product or solution to be the next best thing to sliced bread. The other thing that will happen is that you’ll earn the trust and gratitude from those who don’t buy from you, but who have solved their problem by uncovering the choice that’s best for them right now.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JULY 25, 2021

All personalization that works effectively is reliant on context. Or is it a constant quest we’ve bought into to try to create the next-best version of something? When I searched on “hyper-personalization,” I found a variety of articles that state that what makes personalization hyper is context. I’m all for evolution.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

NOVEMBER 2, 2021

Asking questions is the best way to gain deeper insights. To be effective, the questions your content answers must address buyer inquiry. The best thing to look at is the “takeaway” from your answer. B2B buyers facing a problem must find out how to fix it—or even if they should. What will the buyer learn?

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 20, 2022

The trick is that it’s not the best use of your sellers’ time to rely on them to teach buyers about the problem. As we do so, we’re meeting our buyers’ criteria to: Teach them something they don’t know. Help them justify the fix. Validate our (our company’s) expertise. Build trust in us and their confidence along the way.

Top of Funnel 88

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

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. To boost engagement and effectiveness we must help people become buyers first. The other is a change management initiative with individualized criteria sales reps lack insight to.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

MARCH 7, 2022

The ones that resulted in no decision, for example, and those with the best fit to your ICP. As more B2B marketers must prove contribution to revenue growth, developing a strategic approach for B2B nurturing to resurrect lost opportunities offers potential to help you meet that goal.

Ideal Customer Profiles 88

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

Marketing Interactions

APRIL 18, 2019

The best way I know to do this is to talk to your customers and document those insights based on problem-to-solution pathways. That’s the key to compelling the decision to buy. Buyer Personas are the Key to Buyer Context. Understanding the foundation to build on to create engagement that sticks lies in understanding your buyers.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

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. Change is normal for businesses — and not just at the beginning of the year, as the last two years demonstrated. Buyer Expectations Aren’t as Fickle as Marketing Campaigns.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JUNE 4, 2017

One of the best things about ABM is the first part: the “Account.” If you’re doing ABM well, everything rolls up under the Ideal Customer Profile that represents your best accounts. Marketing, sales, and service will align naturally and collaborate more effectively. ABM definitely goes beyond marketing.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

FEBRUARY 15, 2019

And, if you look at the way questions and answers are structured, quite often the surveys are designed to show the company who fielded the survey in the best light. It’s hard to get a true consensus with such a variant pool of respondents.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

APRIL 11, 2019

Wouldn’t you want to spend a mere eight minutes answering a few questions to learn where you are in your content operations journey and what the next best steps are for you to move to the next level of maturity and competence? And, getting other departments involved, how would that work?

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MARCH 8, 2017

It’s also an effective approach for that elusive persona that’s difficult to engage directly through marketing channels. Depending on when the obstacles arise during the buying process, some of these sharing suggestions may be best delivered by sales reps and can be produced as sales enablement content.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 23, 2017

When you understand where you need to be for the best effect, you can spend your time and resources perfecting those areas, rather than chasing everything that moves. Focus on a handful of industry sites and social media platforms that give you the best opportunity for engaging this specific audience. Nuance is important.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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. Format is one of those chicken and egg things about marketing that just needs to cross the road.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

Content can’t speak effectively to more than one audience. If you can only apply resources to one persona effectively, then do that, and do it brilliantly. The best thing we can do as marketers is to learn to be able to stand back from our preferences and focus on what we know to be true about our buyers. Target Your Audience.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118