Marketing Interactions
JULY 25, 2021
Hyper-relevant. But here’s my real problem with hyper – marketers haven’t mastered relevance, personalization, targeting, or experiences in their original forms. Is this an example of hyper-relevance? Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! What is it with all the hyper? Well, at least in theory.
Marketing Interactions
JULY 31, 2022
I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). Without strategy, all you have are random acts of content. Content should be helpful for both customers and buyers…everyone consuming it.
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Marketing Interactions
JANUARY 25, 2022
But, unless your B2B content marketing strategy and programs sucked last year, taking a clean slate approach is not the best idea. This means your content marketing strategy needs to follow suit. And never forget that if your campaign is shorter than the buy cycle, you’re abandoning your buyer with a dead-end.
Marketing Interactions
APRIL 18, 2019
Complex Buying Processes Require Small Shifts. When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate. And that’s not you.
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. Toward the effort of improving customer experience, investing in new content and creative (42%) is a top priority. After all, there’s more to lose….
Marketing Interactions
SEPTEMBER 26, 2022
Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts. Declining response rates figure in at 33%.
Marketing Interactions
AUGUST 8, 2021
This is because our marketing-to-sales models and processes are not built to help buyers buy. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers. It’s not about volume of content viewed, but which content.
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