Marketing Interactions

FEBRUARY 17, 2020

Let’s look at how shifts in context build the story of change for your buyers. Future vision – content that builds off the vision marketing helped establish – continuity content that reinforces the value they’ll realize with the problem solved. Mitigating risk. Gaining consensus. Customers: Implementation. Driving adoption.

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. Sales content should help to build rapport and relationships and have buyers see sales reps as trusted advisors.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

MARCH 25, 2023

Granted, the report is based on responses from only 175 business decision makers. They’re afraid they’ll turn away business if they look limited in scope. The Power of Provocation Report finds that 75% of executives find the feeling of innovating or making progress the biggest motivation when making significant business decisions.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

OCTOBER 24, 2021

SMEs are busy folks. Everyone is a writer in today’s business world. So here are some ideas about how to get the information you need from SMEs to either create content based on their knowledge and expertise, or to help them create bylined content that builds their personal brand along with your company’s. I understand this one.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JUNE 23, 2017

Align your business objectives to their business objectives. Select members related to the focus of the project from sales, product marketing, and line of business management. Everyone is busy. What do they need to build the business case? Contribute to a consensus on what constitutes a qualified lead.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

SEPTEMBER 26, 2022

Goals – how have your company’s business objectives shifted, and did they impact how you considered solving this problem? Once you have a new list of roles to target, go interview them to build fresh personas. Industry – what shifts in your industry made solving the problem more urgent? How about the longer term?

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. One of the key audiences they’d identified was line of business executives. Complete silence.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JANUARY 25, 2022

Change is normal for businesses — and not just at the beginning of the year, as the last two years demonstrated. Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. But that means something will have to go to make room/budget for it.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

MAY 23, 2018

The result is improved customer experiences that provide value to your audiences and align with your company’s business objectives. Building a Business Case for B2B Content Operations. To consistently contribute to business growth, any function within your company must evolve. Budget Deficits.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

DECEMBER 29, 2016

What you need to reach scale is a content marketing program that does what it’s supposed to do: quantifiably contribute to the achievement of business objectives. Each of these decisions to take a next step with the help of your content builds engagement. Refine it some more. These links will help you create transitions.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

NOVEMBER 29, 2021

Learn 5 things to build your business case for X during our customer panel. What further information will help them advance to the next step and build momentum toward intent to buy? Book 15 minutes to get your specific questions answered. Find out how we serve [industry] customers like you in 20 minutes.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

FEBRUARY 20, 2022

It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case. Build trust in us and their confidence along the way. Or, if we’re in control of the budget we’re conflicted about what to give up if we need to go buy something. But then our thoughts start swirling around the change involved in the fix.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Ranking 88

Marketing Interactions

SEPTEMBER 9, 2021

If your buyer identifies technology, then is it an upgrade, an integration with a point solution, or perhaps using a technology used elsewhere in the business that could solve the problem. A business is an interconnected system. If your buyer identifies people, then perhaps they look for training or coaching. How will they know?

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

DECEMBER 21, 2021

We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. Brand building must not only be about awareness, it needs to focus on likeability. For some reason, B2B marketing content tends to lean more toward academia than literary license.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

JANUARY 30, 2017

B2B Marketers need to change their thinking and approach if they want to create compelling experiences that align with buyers, as well as business objectives. This is what builds engagement and progression toward the outcomes B2B audiences—and marketers—must achieve. Embracing these three pivots will help to make this happen.

B2B Marketing 73

B2B Marketing Marketing & Strategy Marketing Strategy Webinar Metrics 73

Marketing Interactions

SEPTEMBER 20, 2018

This singular focus is a double-edged sword in recurring revenue and subscription business models. How easy is it to do business with you over time? This has become a driving principle for account-based marketing, but it’s an imperative for building customer relationships, as well. Are they achieving their desired outcome?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

OCTOBER 5, 2022

Executive marketing leaders cite increasing retention as their second most important objective showing they realize the precariousness of relying mostly on net-new business to drive revenue growth. Another report finds improving CX is a top three objective as well as a top 3 challenge for B2B marketers.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Each person can see how they can get what they want but also be seen as contributors to the company’s overall business objective of growth. Way too much time and effort is spent on content to have it sit languishing on a server or fail to do its job.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

SEPTEMBER 30, 2018

Becoming this relevant to your audience and building this type of credibility in your communities is what this book will help digital marketers to accomplish. 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

DECEMBER 26, 2016

For it’s not about the quantity of consumption, but the quality of the engagement that content produces and how it impacts revenue that builds—and sustains—the business case. Content marketing isn’t a campaign; it’s an ongoing and sustainable business function that, done well, drives business growth. Let’s take a look….

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MAY 21, 2018

Unfortunately, many factors hinder team collaboration: marketers are too darn busy; the work culture doesn’t promote collaboration; teams don’t know they should be collaborating in the first place. Moreover, this unity builds consistency in voice, tone, and style. Point Solutions.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. There should be overlaps that bring consistency, as well as help them advance as they build confidence through learning what they need to know. All go-to-market and customer programs run on messaging. It’s the context that will shift as the audience (hero) changes along the way.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JUNE 23, 2017

How do I build the business case? But the same is also true if you don’t get organizational buy-in or don’t use buyer personas to facilitate cross-functional alignment in your organization when building relationships with your customers. How bad could it be? What are my competitors doing about this issue? And on and on.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

MAY 23, 2018

Text messaging is growing in preference as a communication channel between businesses, business professionals and consumers. An advanced messaging platform is a business tool that requires a strategy for your SMS campaign—just as a marketing automation platform requires for your email marketing campaign.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58