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. B2B organizations don’t want to put a stake in the ground. These organizations aren’t creating content for “someone” they know. This is one I hear frequently.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

OCTOBER 8, 2020

From creating brand awareness, positioning your products against competitors, and attracting your target audience to creating buying intent and building customer loyalty, lifetime value, and advocacy. Sales content must focus on creating buying intent. Content’s jobs are never done. Even more challenging is keeping track of it.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

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. B2B buyers are not buyers until they decide they’re ready to solve the problem by buying a solution. Gartner calls this the biggest challenge in B2B buying.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. The report found that content used for both demand gen and sales enablement is created in different parts of the organization.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. One of the most common memories of B2B buyers asked about their last buying experience is how complex, overwhelming, and difficult it was. They also want buying to be faster.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

MAY 23, 2018

Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. Content, on the other hand, usually does not have that same level of attention from across the organization.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

AUGUST 15, 2021

The sales folks who answered the post leaned toward the feeling that their time was valuable, and they weren’t inclined to waste it on those not ready to buy. The analyst firm had expected that between 60% and 85% of organizations would have this common definition. This is 2021, after all. This gap just highlights the problem.

Marketing Qualified Leads 62

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

Marketing Interactions

MAY 23, 2018

Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. But, you’ll also gain an understanding of what’s important at each stage of the buying process, thereby improving your approach to customer experience and journey management.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JUNE 23, 2017

Sally is the VP of Finance at the organization, in charge of 18 direct reports across multiple divisions that manage the financial health of the organization. Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JUNE 23, 2017

Demonstrate their relationships to other members of the buying committee. Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Internal interviews are valuable as a baseline for how your organization perceives and understands your buyers and customers.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JULY 25, 2021

Natalie Petouhoff says this about ABX (Account-Based Experience) – “ABX is being able to know where the customer is in the buying cycle and using intelligent insights to know when to engage, with what content, and what to say to each and every account.”. All personalization that works effectively is reliant on context.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. But this only works when there aren’t glaring gaps between the two. Fame, defined as awareness at scale makes it easier and lends a sense of comfort for buyers in justifying buying decisions. And repeat….

Demand 69

Demand B2B Marketing Branding Brand Identity 69

Marketing Interactions

OCTOBER 5, 2022

Just as your marketing programs nurture net-new buyers across lengthy buying cycles, retention programs must kick in after onboarding and continue across the customer lifecycle. 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

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. It’s not something you can buy and own. But it is within reach.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. 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. You can go buy another copy of the book.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JUNE 4, 2017

While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations. ABM makes your company focus on the entirety of the buying or change management process. We have to talk to each other to work accounts seamlessly.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

DECEMBER 26, 2016

The growth in content for most B2B organizations has resulted in a messy, chaotic, and often uninformed, haphazard production and publishing efforts. Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JULY 5, 2021

Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. So, you think, wow, that really worked. Format is one of those chicken and egg things about marketing that just needs to cross the road. It depends.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. The arc is what allows content to shift along with the perspective of your buyers as they learn more, choose to buy, become customers, and find even more value using your product effectively. But we still have work to do. Target Your Audience.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118