Marketing Interactions

MAY 23, 2018

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. In other words, what’s the business goal for your SMS campaign? How will you get your target audience to opt-in to your SMS campaign?

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JANUARY 30, 2017

There are a number of strategic tools that come to mind to achieve this outcome, such as personas and customer journey mapping and storytelling but to create and use them effectively; you need to embrace three fundamental pivots: Continuity: From Campaign to Continuum. Beginning to end is too simplistic. But the book is lost.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MAY 23, 2018

In the benchmark, B2B marketers said: While duplicative or redundant content is wasteful, I’m even more concerned about the 56% of marketers who lack complete visibility into other departments’ campaigns and content. Your prospects and customers won’t think, “Oh, that was Joe in Department X.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

NOVEMBER 2, 2021

Buyer enablement is not a campaign, it’s an always-on orchestration for advancement. Think continuum, not campaign. Ideally, the contextual message framework will extend across the entire customer continuum. Think about it. Buyers are also customers who can expand their use of your products. What questions do they have now?

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

DECEMBER 29, 2016

The reason content marketing is not seen as effective is because most B2B content marketing programs are still campaigns. Think continuum , not campaign. 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.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

OCTOBER 8, 2020

What gives a solid content marketing strategy the props to be thought of as more of a product development workflow than a one-off campaign is that it doesn’t end. Links to the next part of the story, process, or thinking about how to solve the problem or, in the case of customers, what to do now that they’ve solved the original problem.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JUNE 4, 2017

We need a campaign for Q2 to generate #X leads/demands for product A. It takes campaigns out of the equation and focuses marketing, sales, and service attention on helping our target list of accounts get the job done—from start to finish. How many marketing meetings have you been in that start with some version of one of the below?

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JANUARY 9, 2022

Instead of only applying this concept to a keynote or campaign, the concept can be adapted to a body of work that becomes your sum of knowledge. Tamsen Webster’s book, Find Your Red Thread , is based on this concept. She defines the red thread as, “the throughline that connects your idea to your audience’s hearts and minds.”

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

DECEMBER 26, 2016

I’ve been preaching for the end of campaigns and a focus on the continuum of the buying process for quite some time. Heck, I wrote a book about it. And through client engagements, I also know it works.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

AUGUST 15, 2021

Intent scores are also weighted by a scoring schema which increments higher for company and product pages and designated campaigns than for other types of content. pages, then they’re likely just interested in the information. Give Sales a Reason to Engage.

Marketing Qualified Leads 62

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

Marketing Interactions

MAY 21, 2018

Yet, we seem content to continue to send email campaigns with mediocre performance. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. It’s hard to inform anything about your content marketing strategy with such low results.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 13, 2021

Break the Campaign Constraint. Campaigns are a marketing construct that’s no longer relevant. The problem with campaigns is they end. If buyers don’t respond on the timeline you lay out, it’s time for a new campaign. They assume that after three or four touches, a sales call is warranted.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

APRIL 21, 2017

The client made a purposeful decision not to create content for a one-off use or for short-term themed campaigns favored by other divisions of the company. By taking a comprehensive end-to-end view of the job to be done, all of the content created is hirable by the target audience. Content Must Also Pivot to Context.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

MAY 21, 2018

On the campaign side, if analytics only originate from vanity metrics, such as clicks and views, your content team could continue to publish content they think is effective when it’s not creating an impact on business objectives.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

DECEMBER 26, 2016

Content marketing isn’t a campaign; it’s an ongoing and sustainable business function that, done well, drives business growth. At Content Marketing World, this year, Joe Pulizzi, threw down the gauntlet challenging marketers to either go all in or get out of content marketing.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MAY 23, 2018

An email campaign plan is not a content marketing strategy. I hear marketers talk about an email campaign as if that’s a strategy. A lead is a contact intent on the pursuit of relevant information about how your solution can solve their problem. The key principle here is the intent. Strategy vs. Tactics.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118