Marketing Interactions

AUGUST 15, 2021

The sales folks who answered the post leaned toward the feeling that their time was valuable, and they weren’t inclined to waste it on those not ready to buy. B2B buyers consume at least 13 content assets during their buying process. Are they viewing the content designed for the role they play in the buying decision?

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

APRIL 14, 2019

The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Buyers say there’s too much content and much of it is too hard for them to understand, delaying their buying process, and often their decisions. Content-Driven Conversations Rely on Nuance.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. You can go buy another copy of the book.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MAY 21, 2018

Measuring individual clicks doesn’t tell enough of the story for a complex B2B buying journey. Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions. What’s the click-through rate from the content where you sent them? Unique visits.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

SEPTEMBER 30, 2018

It’s not something you can buy and own. Even the corporate website now includes the capability to share content and comment on the company blog, if not elsewhere. Consumers and business buyers have similar opinions about vendor content – that it’s less trustworthy, biased, and not a significant influencer across the buying process.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

APRIL 21, 2017

And it’s often publishing random content because of an arbitrary schedule that mandates a daily blog post or weekly newsletter, or some other act of publishing without the appropriate strategy or plan in place tied to outcomes. A global business process outsourcing client identified four personas on the buying committee.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

MAY 23, 2018

Loyalty – ensure your buyers return and buy more to build customer lifetime value (CLV). The transactional CTA is the same as an email: a link to a content asset, such as a product in your catalog, a video, an infographic, or a short blog post. Originally published on SMS-Magic blog.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Believe me, if the information is garbage, you’ll be hitting that back button in short order, without caring if it’s an infographic, video, or a blog post. You pull analytics on content performance and see that your infographic (or blog, or case study, etc.) Did they subscribe to your blog? A Focus on Format is a Siloed View.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

The arc is what allows content to shift along with the perspective of your buyers as they learn more, choose to buy, become customers, and find even more value using your product effectively. It’s why I cringe every time I hear people insist that we need a social media strategy or a blogging strategy or some other channel-based strategy.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118