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

JANUARY 27, 2020

The last thing you need is for them to be unfamiliar when your primary persona presents the business case and have to back pedal to build enough confidence to mitigate any risk perceptions that stall the deal. People are busy and you’re not their priority. How Do Persona Types Differ? Challenges they discuss. Concerns they have.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

OCTOBER 24, 2021

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.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

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? Interactive content and personalization are two tactics that are high on marketers’ goals lists. 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

MAY 21, 2018

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. A content marketing strategy is a documented process for using content to achieve a business goal. How many rich interactions is your content generating? Responsiveness.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. Buyers engage with marketing and sales and customers and product folks interchangeably during their interactions and experiences with companies and throughout their lifecycle with a vendor. All go-to-market and customer programs run on messaging. Confusion is a problem.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MARCH 22, 2022

And, with buyers preferring self-reliance and digital experiences over direct vendor interactions, marketers have an expansive opportunity to help buyers self-qualify. There’s also value in the business case and being able to quantify whatever your product promises to help them achieve. Value is both qualitative and quantitative.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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. Clarity is just as important to those interacting externally with your content as for your internal team productivity. Let’s take a look…. And it can be.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

FEBRUARY 17, 2020

To keep this simple, I posit that every time a buyer or customer interacts with your content, their context shifts. Help to drive feature and function adoption and continuously provide tips, tricks, training and support to ensure it becomes a relied upon tool in your customers’ arsenal for the way business gets done. If not, it should.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

OCTOBER 8, 2020

Buyers need sales reps to help them understand how to solve a business problem or take advantage of an opportunity. The post How Marketers Can Help Reps Use Sales Content Effectively appeared first on Marketing Interactions. This is the foundation that gives them validation for choosing your product.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

FEBRUARY 20, 2022

It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case. appeared first on Marketing Interactions. 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 Scoring 88

Marketing Interactions

JANUARY 9, 2022

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. And, with today’s business models that rely on subscription renewals, this is a never-ending need. appeared first on Marketing Interactions.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

SEPTEMBER 30, 2018

According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.”. 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

JANUARY 19, 2020

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. appeared first on Marketing Interactions. 3 Steps to Identify Worthy Buyer Personas.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

DECEMBER 21, 2021

We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. The post The Blandscape of B2B Marketing Content Needs a Bit of Emotion appeared first on Marketing Interactions. 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

OCTOBER 8, 2020

Unsure about the validity of their business case. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. The post Never Assume B2B Buyers Know How to Buy appeared first on Marketing Interactions. Attempting to reconcile different perspectives in the buying group.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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. The post Help Your B2B Buyers Do Their Own Discovery appeared first on Marketing Interactions.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

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. Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Can we see them?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

FEBRUARY 15, 2019

One of the key audiences they’d identified was line of business executives. It’s not unreasonable that business leaders might be involved, so I asked them to explain to me what the value is that will hook the business leaders and get them into a conversation about this product. Complete silence. They weren’t sure.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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. It also builds momentum toward the outcome or business objective that’s the guiding light for this content. Refine it some more. These links will help you create transitions.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

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

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. The post B2B Marketers Go for a Win with Customer Retention appeared first on Marketing Interactions.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. Embracing these three pivots will help to make this happen.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JULY 25, 2019

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. The post Inclusive Relevance: Your Content’s Job Description appeared first on Marketing Interactions. Originally published in Kapost’s Guide to B2B Content.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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. The post Content Operations: Waiting is Costing You appeared first on Marketing Interactions. Point Solutions. It is possible.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. The post Achieving Maturity with Content Operations appeared first on Marketing Interactions. It didn’t take much to attract a crowd.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

Text messaging in business is often thought of as purely transactional. They tend to be static, which can result in increasing the gap between your business and your customers. Every business has a need for transactional messages. But SMS messaging can have much more impact as a conversation.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

APRIL 21, 2017

A global business process outsourcing client identified four personas on the buying committee. The post Content Marketing Operations Halts Random Acts of Content appeared first on Marketing Interactions. With some jobs to be done, different personas need the same information. Originally posted on Marketeer , by Kapost.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JUNE 23, 2017

How do I build the business case? The post How to Apply a B2B Buyer Persona to Your Content Marketing Strategy appeared first on Marketing Interactions. What are my competitors doing about this issue? What are industry trends driving it? What will it take to convince Harry, Steve, and Diana to get on board? 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

Marketing Interactions

MAY 23, 2018

Tie Back to Business Priorities. The executive team doesn’t care about marketing metrics unless they tie to business and revenue goals. Customer experience is not about a single interaction or transaction. Marketers need to focus on how the sum of all interactions impacts a customer—not just one-off transactions.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118