Marketing Interactions

MARCH 25, 2023

Granted, the report is based on responses from only 175 business decision makers. 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. They’re afraid they’ll turn away business if they look limited in scope.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

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? Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention. How can you help them get more value?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MAY 23, 2018

When content marketing is run as an ad hoc effort, marketers tend to look at the content they’re working on for the next deadline rather than trying to figure out the big picture for how the content inventory is used strategically across the organization. Building a Business Case for B2B Content Operations. Budget Deficits.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

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. Marketing and sales, working together, can use sales enablement to transform how buyers value sellers and engage them by using content to simplify buying.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

DECEMBER 21, 2021

We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. Investing in the idea of change is emotional – Will it work? 52 tips on X with no explanation about why or how they work or when to use them. Much of the content produced is dry, mechanical, and, well, academic.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

DECEMBER 29, 2016

It boggles the mind that we’d keep doing more of something that we aren’t sure is working. Look at how it could work together as a storyline to motivate engagement and the consideration of whatever change you’re trying to convince buyers to take on. And now their sights are set on scale for B2B content marketing. What comes next?

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

APRIL 26, 2022

What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived “humanness” of the interaction. Humanness in B2B Content Pays Off.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

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. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

OCTOBER 8, 2020

In defense against the time sink that causes, many sales reps have downloaded content to their laptops and continue to use what’s worked in the past because searching for new content is unwieldy. Buyers need sales reps to help them understand how to solve a business problem or take advantage of an opportunity.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

FEBRUARY 20, 2022

Let’s work through it > an unwelcome situation could invite a variety of responses, including: Ignoring it and hoping it goes away. It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case. There’s wiggle room in that definition. It doesn’t mean buy something new. Asking someone else to deal with it.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

JUNE 27, 2021

Misperceptions they had to work to overcome—for them or for others on the buying committee. It’s mission, business objectives and core values to help you weave a thread of company/account relevance throughout your communications, content, and messaging. Questions they needed to answer along the way.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

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 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. Content operations requires we work strategically to coordinate people, processes, and technology across the organization.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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. I’ve worked on projects where the demand gen team didn’t talk to the social team or the corporate communications team or the events team. Let’s take a look….

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 30, 2018

It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process. I could go on, but I think you get the point. Naturally, the bar is set high.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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. Content operations will instigate these workflows but also serve to refine them as teams become more proficient at collaborative work.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Product needs regional teams to work better together to get products to market faster. 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.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

FEBRUARY 17, 2020

Of course, it’s truly difficult to nail context if you haven’t done the work to understand your buyers and customers at different points in the life cycle. Assumptions are clearly not working. Something is missing. That something is context.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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. If the answer to any of those is “yes” – now you have some work to do to realign the foundation of your strategy in relation to your buyers. Regulation’s shift, opening a new market. Quotas go up.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

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

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. 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.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

NOVEMBER 29, 2021

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. Learn 5 things to build your business case for X during our customer panel. Book 15 minutes to get your specific questions answered.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

JANUARY 30, 2017

B2B Marketers need to change their thinking and approach if they want to create compelling experiences that align with buyers, as well as business objectives. We need to do the foundational work that sets up our B2B Marketing Strategies for the successful creation of experiences that meet our buyers’ and customers’ expectations.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MARCH 22, 2022

There’s also value in the business case and being able to quantify whatever your product promises to help them achieve. The seller-driven approach isn’t working. Value is both qualitative and quantitative. There’s value in the quality of experiences with you, the level of trust they assign you, the unique point of view you share.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

JUNE 23, 2017

Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. How do I build the business case? Use your analytics and continuously monitor how well they’re working toward achieving your content marketing strategy goals. Lower total cost of ownership for ERP by moving to a cloud platform.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. Tie Back to Business Priorities. The executive team doesn’t care about marketing metrics unless they tie to business and revenue goals. But we still have work to do. Target Your Audience. The problem is in how that approach is taken.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118