Marketing Interactions

NOVEMBER 15, 2021

Once they engage with your company, the intent score swings to have more weight based on branded interactions—visits to your website, branded keyword search, targeted display ad engagement, and more. As someone who does a ton of research on a bunch of diverse topics given my clients, I’m showing “intent” all over the place.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

JANUARY 25, 2022

While you weren’t looking, your buyers began expecting their experience with your brand’s story to be a continuum. If you can’t make a commitment in B2B marketing, how do you build trust and become a brand they feel they can rely on? Not a jerky, stop and start, switch horses in mid-stride, confusing one.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JUNE 20, 2021

Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. This is when brand trust goes out the window and buyers choose the “safe” option if they choose to do anything at all. Confusion is a problem.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

FEBRUARY 8, 2022

We can say we’re customer centric all we want, but for buyers and customers looking in that’s often not representative of their experience with your brand. The concept seems to be more about talking the talk than walking the walk. In fact, given the buyer research, it’s often seen more as customer hostility than centricity.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

AUGUST 24, 2021

Pre-disposed preference toward your brand based on your helpfulness. But, even better, they’ll become advocates for your company and brand based on your helpfulness. Would thinking leadership content serve to solidify your brand in the minds of your potential customers?

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

SEPTEMBER 21, 2021

POV should also support your brand positioning and messaging. This means it’s not discarded as “already known” and saved as new information related to your brand. Tell your audience what you think. Don’t beat around the bush. Make it firm and then support it with evidence and reasoning. Challenge the status quo. The reason?

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

MAY 23, 2018

I’m concerned that content operations doesn’t have a handle on the disconnected customer experiences and irrelevance that are caused by different campaigns that overlap but perhaps don’t relate or aren’t consistent across the brand. What they’ll think is that your brand doesn’t have its stuff together.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JANUARY 15, 2023

Does your brand or solution show up if one of your buyers asks that question in relation to your category? Oh, and if you think I’m just worrying for no reason, Mark Schaefer posted this on Friday on LinkedIn: When asked what the prompt was, Mark responded, “Who are the top 20 marketing experts?”.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

FEBRUARY 17, 2020

Some of the reason for this disconnect could be found in research done by Corporate Visions that finds 58% of brands message the same to a new logo as they do to existing customers. Content that reinforces the purpose story of your company and solution and elevates your brand beyond “vendor” status.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

OCTOBER 8, 2020

From creating brand awareness, positioning your products against competitors, and attracting your target audience to creating buying intent and building customer loyalty, lifetime value, and advocacy. Whether that’s in the products themselves, or how they’re made, you also have new content opportunities. The Job of Sales Content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

AUGUST 15, 2022

We’re still focused on our products and brands as the best option—for everyone who will listen. This role is now more important than ever. The enduring problem both B2B marketers and sellers have almost universally is self-focus. We push the sale instead of solving a problem and showing our buyers how to get the outcomes they need.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

JULY 18, 2021

Emotions are also a component of connection with 66% of business buyers saying they have an emotional connection to the brands they buy from. And that’s the whole point of your connection strategy. Trust is based on emotion more than logic, for example. Confidence is core to your buyer’s ability to advance.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

MARCH 7, 2022

It builds brand, drives awareness, and results in affinity for your company. It’s great if these are customers, but it also works if they’re your buyers’ peers. In fact, a mix makes your podcast more impactful and less of a blatant sales effort. A podcast also applies to more than buyers in lost opportunities.

Ideal Customer Profiles 88

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

Marketing Interactions

NOVEMBER 29, 2021

Increased awareness comes from exposure to your company’s ideas, content, and brand because they can easily access what catches their attention. For those of you using intent data, this is a key point for understanding the intent level of an account by the engagement level across the account.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

APRIL 21, 2017

I guess what makes me scratch my head is why we’re not changing the way we approach content, as well as how we can improve our brand and customer advocacy programs? They’re getting smarter about evaluating trustworthiness and more demanding about meaning, purpose and experiences.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

JANUARY 3, 2022

And by doing so, ensure that the stories told are consistent, progressive, and on brand. Because of the shifts in buyer and customer mindsets and expectations, marketers have a meaningful opportunity to impact the entirety of the customer journey by supporting revenue teams. B2B Nurturing Programs Let Your Audience Drive.

B2B 69

B2B Paid Search Agency Lead Ranking Lead Scoring 69

Marketing Interactions

JULY 31, 2022

I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). I’m hearing a lot of assertions about the B2B buyer journey. The challenge is in how much nuance people apply to what’s said.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

JANUARY 27, 2020

I’m also speaking about this topic in my session at Digital Branding Summit. Choosing to use persona types, rather than a blanket approach to building buyer personas will make the process easier and more effective. And you’ll have just what you need to get the job done. My session is live today, at 9AM PST. I hope you’ll join me.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JULY 25, 2019

Marketing cares about lead generation and brand awareness. HR cares about user adoption and how much training it may take to get folks on board and what happens if everyone doesn’t adopt the solution. Product needs regional teams to work better together to get products to market faster. Sales cares about winning net-new logos.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

AUGUST 15, 2021

The more engagement accounts have with you (via branded keywords) and your website and content, the higher the intent. The trick is in tuning the keywords you’re monitoring to be tight enough to be truly indicative of the level of buying intent. But it’s also important to understand the weighting of the algorithms.

Marketing Qualified Leads 62

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

Marketing Interactions

APRIL 11, 2019

Channels have been added nearly every year and as consumers (and business buyers) became internet savvy, they wrested control away from the brands who used to decide what information they should have. Fast forward to today and the produced content is staggering in volume.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

APRIL 21, 2017

Yet research finds that anywhere from 60% (Sirius Decisions) to 90% (Corporate Visions) of branded content is not used. It also provides a structure for hierarchy because it defines processes, ownership, and governance of content for the organization. Organizations spend billions of dollars creating content.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

MAY 21, 2018

When each team creates content based on their preferences, pretty soon your brand experience resembles an encounter with Dr. Jekyll and Mr. Hyde. Many B2B companies conduct content marketing in silos of departments, and the various teams never speak with each other (see collaboration above).

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

DECEMBER 26, 2016

But, worse, the brand gave the perception that it had a personality disorder. When our nurture programs were under performing, a bit of exploration found that every other team was bombarding the shared audience with so much content that the audience was overwhelmed, confused, and disengaged. And you don’t want that.

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 30, 2018

As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Bridge the Gap , 2018, Ytel]. 93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

You’re not just informing them of something, but rather helping them to engage with your brand. Align your messaging with your brand’s attributes so the experience is fluid when your customers experience your brand in other channels or visit your website. You want to stay professional but come across as friendly.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

In fact, the majority of both groups prefer to communicate with brands and companies via text message. And, because messaging is the top-used application on mobile phones, business professionals and consumers alike are always within arm’s reach. Recent research from KPMG found that half of the people in the U.S.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58