Marketing Interactions

MARCH 25, 2023

As someone who reads a ton of B2B marketing content and works to help companies create meaningful, provocative, and forward-looking content, I agree it is hard to come by. Sixty-nine percent of customers are unlikely to expand contracts if content isn’t helpful or valuable. Yes, dare I say it – build or revamp buyer personas.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

OCTOBER 5, 2022

I’ve been involved in helping clients create a slew of retention programs—more so in the last few years—and I’d like to clear up a few things when thinking about and planning them: Retention programs and onboarding programs are not the same things. Economic, Functional, Experiential, Symbolic) How can you help them gain more value?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

MAY 23, 2018

Unused Content Wastes Resources. Creating content that sits on the “shelf” equates to wasted resources. This commonly results in redundant content creation that increases the number of wasted resources. Building a Business Case for B2B Content Operations. How much of your content is shelfware? Change is risk.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

AUGUST 15, 2021

The issue with scoring is that it’s mostly based on activity, not dependent on topic or viewing related topical pages that build a storyline based on problem-to-solution and would indicate interest level. Have they accessed pre-sales content that answers their change management questions and helps them decide to fix the problem?

Marketing Qualified Leads 62

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

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. How can you help them get more value? What content, tools, or resources can you provide to generate excitement and anticipation for using your solution?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. And content that tells a disconnected story will only result in confusion that causes buyers to have a lack of faith that your company knows what it’s talking about and has the expertise to help them solve the problem. Let’s take an example.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JUNE 23, 2017

Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably. Seeing both sides of a pain point is helpful when generating content to address a buyer persona’s needs. How do I build the business case? Orientation.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

SEPTEMBER 30, 2018

The purpose of the RMM is to help digital marketers develop a culture of customer obsession that results in the level of relevance necessary to earn and sustain a competitive advantage in the markets your company serves. The post The Relevance Maturity Matrix Helps B2B Marketers Close the Gap appeared first on Marketing Interactions.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58