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

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

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. In the nine examples above, you saw both positive and negative emotions. Even at the most complex in a B2C purchase—think buying a house.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Let’s take an example. Using the above example, let’s say that the core value is bringing the workforce together to drive 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 20, 2018

This singular focus is a double-edged sword in recurring revenue and subscription business models. For example, if you lose five customers this month, you’d need to acquire six new customers in the same month to create growth. How easy is it to do business with you over time? Who are the new roles/people you need to engage?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

SEPTEMBER 30, 2018

An example could be a report created to speak to challenges faced by a target audience and shared with that target audience while at the same time sending out product-focused promotions to the entire database. Although flipping the switch may take longer than you’d like. Naturally, the bar is set high. But it is within reach.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 23, 2017

Examples: Automate processes to speed time to market by removing inefficient workflows. As applied to the three examples above, they might look like: Inefficient workflows make our products late to market, costing us market share. Examples of obstacles: This is too complex; there’s bound to be too much risk. How bad could it be?

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

Here’s one example of the value of content operations: McKinsey found one global company that created a center of excellence for content operations and so was able to establish transparency, new governance, and improved processes across the organization. Moreover, this unity builds consistency in voice, tone, and style.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. Alerts and reminders.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58