Marketing Interactions

APRIL 26, 2022

What is it that puts the humanness in business experiences? Think relatable, relevant, and empathetic. Help your buyers care because you’ve nailed their context with a relevant message, and you’ll get much farther. This is a huge opportunity for how we develop humanness in B2B content experiences.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

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. Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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 customer retention programs you design deserve great and relevant storytelling. You can do this successfully on-site or virtually.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 9, 2021

So, they’re not considered relevant while B2B buyers are dealing with early discovery about the change process they must complete before they can buy anything. A business is an interconnected system. And this isn’t because sales reps don’t have and share information or add value. How will they know? One broken thing can break others.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

OCTOBER 24, 2021

But, interpreting this another way, it may mean that B2B content marketers are not able to create content that’s relevant for each of the different roles – rather than one asset to address all at once. SMEs are busy folks. Everyone is a writer in today’s business world. Remember, they’re busy. I understand this one.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

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. What parts of the change will be visible to your markets and how is it relevant to them? Instead, we need to think about how the change shifts the overall story in relation to what’s most relevant to our markets.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

FEBRUARY 17, 2020

I want insights that help me see things relevant to me in new ways. B2B Salespeople say: It’s like an archeological dig to find content that’s relevant to buyer situations – if that even exists. But for many buyers, the B2B content they encounter is out of context. B2B Buyers say: Give me messaging I can understand.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. They include content for relevant roles—some brand new—and use cases and product specs, customer stories and testimonials. All go-to-market and customer programs run on messaging. Safety and assurance are key emotions in buying and staying decisions.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MARCH 22, 2022

Here’s why BANT is no longer relevant for today’s buyers: Budget: Years ago, budgets were pre-planned and pretty much held firm. At the pace of change today, is qualifying based on budget relevant? There’s also value in the business case and being able to quantify whatever your product promises to help them achieve.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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. Evaluate your content’s relevance to potential customers with: Dwell time.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

DECEMBER 21, 2021

We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. This means that the experiences you provide need to be—at a minimum—relevant, pleasant, and fulfilling, even if not over-the-top exciting. Much of the content produced is dry, mechanical, and, well, academic.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

SEPTEMBER 26, 2022

Goals – how have your company’s business objectives shifted, and did they impact how you considered solving this problem? Industry – what shifts in your industry made solving the problem more urgent? Do your customers have different goals or perspectives about the value they want from you? How about the longer term?

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

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? The traditional funnel is focused on net-new customer acquisition as the means to drive growth. Who are the new roles/people you need to engage? Are they achieving their desired outcome?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MAY 23, 2018

However, it’s no longer enough to create great, relevant content. 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. And content is the versatile weapon of choice. 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. Why is that relevant to them? It also builds momentum toward the outcome or business objective that’s the guiding light for this content. Refine it some more.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

APRIL 21, 2017

The attributes of hirable content include: Relevance to a specific, defined target audience (persona). As long as the job to be done exists, the content developed to support it is useful and relevant. A global business process outsourcing client identified four personas on the buying committee. Hirable content is also evergreen.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

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

JUNE 23, 2017

And, you’ll find that speaking to her will be relevant to many in the target audience because her story is based on the commonalities discovered during the persona creation process. “A Age and salary are also not relevant given the rise in startups, where a senior executive can be fresh out of college. How do I build the business case?

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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. Make sure that what you’re asking your customers to do is as relevant to them as it can be. Every business has a need for transactional messages.

SMS 48

SMS Business Class Ad Frequency 48

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. It didn’t take much to attract a crowd. The Evolution of Content. Fast forward to today and the produced content is staggering in volume.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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. Reply STOP to end).

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 23, 2018

What I mean by this is that brilliant, engaging, and relevant content is audience-driven. What’s relevant to the CIO is not going to be relevant to a director of HR, for example. Tie Back to Business Priorities. The executive team doesn’t care about marketing metrics unless they tie to business and revenue goals.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118