Marketing Interactions

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Selling Your Company on B2B Content Operations

Marketing Interactions

Content has become almost as much of a product as the actual products and solutions your company provides to your customers. But it’s also the case that content goes unused because no one knows about it within your company. To consistently contribute to business growth, any function within your company must evolve.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

The company objective may be to drive growth but that rolls down to buying committee members in different flavors based on their roles and responsibilities to the company—one of the things you learn with buyer persona development. So, let’s take growth as the overall company mandate. But how you get it isn’t as straightforward.

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

The top two industries (71%) – financial services and technology companies. 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. Understand what the companies you’re targeting have in common. Define your ICP.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

Once they engage with your company, the intent score swings to have more weight based on branded interactions—visits to your website, branded keyword search, targeted display ad engagement, and more. No indicated awareness your company exists on their active radar. No indicated awareness your company exists on their active radar.

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

Strangely, B2B companies use it to foster an inside-out perspective. Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. Most companies understand—at least theoretically—customers (happy, satisfied customers) drive organizational growth.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? As you have this conversation, also identify companies and contacts each salesperson thinks would be a good interview, so you can start building your list for interview requests moving forward.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

Considering only 18% of companies rate their customer experience as excellent (best in class), improving retention programs can help you transform your customer relationships—and your revenue growth. This doesn’t mean your customer has to expose their internal processes as all companies are different.