Blog - B2B Marketing Zone

Quit Poking the Bear with Gated B2B Content

Marketing Interactions

NOVEMBER 29, 2021

Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. But if a buyer fills out a form to download a PDF, they’re going to share the PDF without you having visibility to that interaction. Completing all those “jobs to be done” requires a wealth of information.

B2B

B2B Work Management Marketing Management B2B Thought Leadership

Misconceptions About B2B Buyer Personas

Marketing Interactions

JUNE 27, 2021

First, these internal conversations provide access to an extraordinary knowledge bank of insights and perspectives about your customers based on their interactions with them. Where they went (channels) and how they chose to learn (webinars, reviews, blogs, videos, conferences, newsletters, influencers, analysts, etc.).

Buyer Personas

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing

B2B Tech Marketers Make the Shift From Funnels to Lifecycles

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. Interactive content and personalization are two tactics that are high on marketers’ goals lists. Originally published on Marketo Blog.

Marketing Funnels

Marketing Funnels Top of Funnel B2B Marketing Work Management

Webinars

Sales & Marketing Alignment: How to Synergize for Success

How to Leverage Behavioral Science Insights for Direct Mail Success

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

OCTOBER 8, 2020

Originally published on Modus blog. The post How Marketers Can Help Reps Use Sales Content Effectively appeared first on Marketing Interactions. By matching up the “how to use” with the “what to use” you’ll be helping your reps act smarter and in concert with what buyers want and need to move forward in making a purchase decision.

Effectiveness

Effectiveness Work Management Content Marketing Management

How Content Performance Informs Your Marketing Strategy

Marketing Interactions

MAY 21, 2018

How many rich interactions is your content generating? Ask yourself: Are potential or current customers asking questions on blog posts or during webinars? Are they using your ROI calculator or some other interactive content like a quiz? What type of feedback are they adding when they share your content? Responsiveness.

Webinar Metrics

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

SEPTEMBER 30, 2018

According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.”. Even the corporate website now includes the capability to share content and comment on the company blog, if not elsewhere.

Relevance

Relevance B2B Marketing B2B Broadcasting

3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

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. Originally posted on the Mura Content Experience Blog.

B2B Marketing

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics

Never Assume B2B Buyers Know How to Buy

Marketing Interactions

OCTOBER 8, 2020

Originally published on Modus blog. The post Never Assume B2B Buyers Know How to Buy appeared first on Marketing Interactions. And that’s not usually a sales pitch.”. To see more of what these marketing experts, and 14 more, have to say, read this post.

Buy

Buy B2B Peer-to-peer Work Management

Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

JUNE 23, 2017

Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Remember to review industry portals, related thought leader blogs, and job listings. Don’t overlook competitor websites, blogs, and social media accounts. So make it as easy as possible. Who else do you need to get into these conversations?

Buyer Personas

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy

Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

APRIL 14, 2019

Originally published on the Salesforce Pardot Blog. The post Content-Driven Conversations: The Future of B2B Engagement appeared first on Marketing Interactions.

Conversion

Conversion Marketing Automation Services B2B Trigger Marketing

Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

AUGUST 15, 2021

What I mean by this is that if the “lead” is reading your blog content but not looking at your product or solution pages or Why Us? The post Why Sales Shuns B2B Marketing Qualified Leads appeared first on Marketing Interactions. How does your lead score show the same trend in growth as the contact’s intent score? Or the account score?

Marketing Qualified Leads

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead

Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

NOVEMBER 2, 2021

This is a much better use of content development resources than creating new content just because you need to post to the blog or need a pillar asset to drive lead generation. The post Use Questions as Your Framework for B2B Buyer Enablement appeared first on Marketing Interactions. They will need to get these answered, as well.

B2B

B2B B2B Sales Webinar Metrics Buy

Achieving Maturity with Content Operations

Marketing Interactions

APRIL 11, 2019

I remember back when just putting up a blog post once or twice per week was a novel approach to content marketing. The post Achieving Maturity with Content Operations appeared first on Marketing Interactions. Seems like I just started. There’s something new to learn every day and content marketing feels like it’s taken over marketing.

Peer-to-peer

Peer-to-peer Content Enterprise Management Broadcasting

Content Marketing Operations Halts Random Acts of Content

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. The post Content Marketing Operations Halts Random Acts of Content appeared first on Marketing Interactions.

Content Marketing

Content Marketing Planning Marketing Management Paid Search Agency

Content Operations: Waiting is Costing You

Marketing Interactions

MAY 21, 2018

It’s not as simple as assigning a writer the task of creating a blog post. The post Content Operations: Waiting is Costing You appeared first on Marketing Interactions. Workflows disperse responsibilities across teams. Subtasks may include identifying keywords for SEO, interviewing SMEs, developing graphics, and more. It is possible.

Cost

Cost Content Marketing Automation Services Work Management

Answer 3 Questions Before Starting Your SMS Campaign

Marketing Interactions

MAY 23, 2018

With an SMS campaign you have several options, both transactional and interactive. 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. Where SMS campaigns have an advantage over email is in their two-way, interactive capabilities.

SMS

SMS Campaigns Marketing Automation Services Urgency Marketing

SMS Messaging Moves Businesses Beyond Transactions

Marketing Interactions

MAY 21, 2018

Originally published on SMS-Magic blog. The post SMS Messaging Moves Businesses Beyond Transactions appeared first on Marketing Interactions. Businesses that can pull off purposeful conversations will see continuous engagement and business growth.

SMS

SMS Business Class Ad Frequency

It’s Not the Format of Your B2B Content, It’s the Relevance

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

Relevance Top of Funnel B2B Content

11 Content Marketing Insights CMOs Wish Marketers to Adopt

Marketing Interactions

MAY 23, 2018

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. Customer experience is not about a single interaction or transaction. Marketers need to focus on how the sum of all interactions impacts a customer—not just one-off transactions.

Planning

Planning Paid Search Agency Content Marketing Marketing & Strategy

B2B Marketing Zone

Marketing Interactions

Quit Poking the Bear with Gated B2B Content

Misconceptions About B2B Buyer Personas

Webinars

Trending Sources

B2B Tech Marketers Make the Shift From Funnels to Lifecycles

Webinars

How Marketers Can Help Reps Use Sales Content Effectively

How Content Performance Informs Your Marketing Strategy

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

Never Assume B2B Buyers Know How to Buy

Create B2B Buyer Personas that Inform Content Marketing Strategy

Content-Driven Conversations: The Future of B2B Engagement

Why Sales Shuns B2B Marketing Qualified Leads

Use Questions as Your Framework for B2B Buyer Enablement

Achieving Maturity with Content Operations

Content Marketing Operations Halts Random Acts of Content

Content Operations: Waiting is Costing You

Answer 3 Questions Before Starting Your SMS Campaign

SMS Messaging Moves Businesses Beyond Transactions

It’s Not the Format of Your B2B Content, It’s the Relevance

11 Content Marketing Insights CMOs Wish Marketers to Adopt

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