Marketing Interactions

JUNE 27, 2021

I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. And shame on those who are building and promoting what I’ll just call fake personas.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

JUNE 23, 2017

One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

NOVEMBER 2, 2021

But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. In the customer interviews you conduct to build personas. Or these questions are in the framework for another persona. I admit this seems basic. Really elementary.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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 attributes of hirable content include: Relevance to a specific, defined target audience (persona).

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

OCTOBER 8, 2020

You can add tags for persona, product, buying stage, region, problem solved—cover all the ways your reps will search for it. Originally published on Modus blog. Your reps are unlikely to read all the content you publish. Even more challenging is keeping track of it. This is why a central library with AI-powered tagging is essential.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

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 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

OCTOBER 8, 2020

A centralized library of content tagged by persona, product, buying stage, problem solved, and more, makes it easy for your sales reps to find the content needed for specific conversations based on buyer context. Originally published on Modus blog. The most basic form of sales enablement is sales content management.

Buy 77

Buy B2B Peer-to-peer Work Management 77