Marketing Interactions

MAY 23, 2018

Experience Gaps Disconnect Prospects and Customers. B2B content operations allows for the proper planning to ensure that prospect and customer needs are met from start to finish at every step and stage along the way. This commonly results in redundant content creation that increases the number of wasted resources.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

MARCH 7, 2022

The ones that resulted in no decision, for example, and those with the best fit to your ICP. There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you. This doesn’t mean every lost deal; it means picking the opportunities with the most potential. What do you think? Worth a shot?

Ideal Customer Profiles 88

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

Marketing Interactions

APRIL 11, 2019

Needless to say, there was no coordination across the enterprise, so it was common for a prospect to get barraged by unrelated, often irrelevant communications because segmentation was lacking, personas were a novelty, and a cohesive strategy was considered one-off projects every quarter.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

Questions to Ask Salespeople: Who do you usually interact with at prospective companies? What did you need to figure out the best way to solve the problem? I’ll take more if I can get them, but usually, by ten interviews I’m not learning anything new—provided we selected the best-matched people to interview for the persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. A centralized content operations function serves to consolidate technology, but also to create a center of excellence for best practices on how to use content to optimal benefit. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

If a prospect doesn’t fall within your set parameters, you don’t need to spend resources on them. 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. This is where listening really comes into play. Nuance is important.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. 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. Limit frequency.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

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. I’ve often found marketing teams that are really an order desk for the content that sales teams request—often on a whim or for what a sales rep thinks will sway a specific prospect.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118