Marketing Interactions

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

SMEs are busy folks. Everyone is a writer in today’s business world. Remember, they’re busy. What impact do they have on your customer’s business? For example, end users will value different things than business leaders). I understand this one. Many of them aren’t content writers—nor do they want to be.

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

Some examples of questions to ask customers who’ve come on board in the last year include: Situational – what environmental/work conditions caused a shift in approach? Goals – how have your company’s business objectives shifted, and did they impact how you considered solving this problem? How about the longer term?

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. Forrester Business Technographics® Marketing Survey, 2020). Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs.

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How Content Performance Informs Your Marketing Strategy

Marketing Interactions

Email metrics are a great example. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions.

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Is Your B2B Content Creating a Sum of Knowledge?

Marketing Interactions

So, let’s define what a sum of knowledge means: A sum of knowledge is the heft and focus you put behind your content achieving a goal that drives a business objective. Examples of sums of knowledge can include: Category creation or support/expansion – along with your place within it.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. 3 Steps to Identify Worthy Buyer Personas. Can you segment your database according to the personas you’ve identified?

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Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Let’s take an example. Using the above example, let’s say that the core value is bringing the workforce together to drive growth. 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. Imagine you sell collaboration software.