| | | Marketing Interactions | |  Companies | 539 articles |
| Page 1 of 6 | Previous | Next | MARKETING INTERACTIONS NOVEMBER 28, 2012  Buyer Persona Backlash: Right Person, Wrong Company The premise behind the "buyer persona backlash" is that marketers may choose to market to a Director of IT, for example, but if that contact works for a company that will never buy from you, then it's a wasted effort. Is the backlash from right person, wrong company due to personas And, I didn't like it. He loves a good debate. Seriously! It's the humans. | MARKETING INTERACTIONS OCTOBER 10, 2011 Content Marketing Needs More Than Content A lot of companies have embraced the idea of content for use in marketing. B2B companies with complex sales that overlook the strategy and process will find themselves in the weeds in short order. I'm working with a lot of companies who are really trying to evolve the practice of content marketing, but I'm also talking to a lot of companies who just want content and quick-fire campaigns. Content strategy - what overall story are you sharing across markets, where should your company be represented, what will you accomplish and how will you measure it, etc.? | | | | | |
| MARKETING INTERACTIONS JULY 1, 2010 Using Editorial Calendars in B2B Content Marketing Creating a big-picture view of the entire process so that you can match it up against other editorial calendars to discern overlaps and consistency of company messaging across all channels, audiences, etc. This post is due to a Twitter exchange that ended a bit badly because I misunderstood the person's intentions. He was using Twitter to fire rapid questions at me after I completed my session at the Lead Management Summit on Tuesday and into Wednesday morning. The questions were coming so fast - before I could answer one, another several would appear. Many roads to Oz, as they say. | MARKETING INTERACTIONS MARCH 26, 2011 26 Ways to Screw Up Your Content The company is speaking to you like it's an individual, only there's no byline. Company's should not speak in first person. The content is focused on getting what the company wants more so than providing what the reader wants. The content talks down to readers, emphasizing how stupid they are and how badly they will fail if they don't do what the company is telling them to do. I work with a lot of writers. wrote a blog post about how B2B marketers need to tune and hone their writing skills. Sometimes they're obvious and sometimes they're not. | MARKETING INTERACTIONS OCTOBER 14, 2012  The Role of Content in the B2B IT Buying Process If the average is 10 resources, would you need to have at least 5 of them be from your company to sway the decision in your favor? Or would 2 or 3 well placed assets be enough to gain your company a spot on their shortlist? Not at the exclusion of the other stages, but most companies are lacking in content that sets the stage, so to speak. Eight? " 2. | MARKETING INTERACTIONS MAY 4, 2013  Use Content Strategy to Break Into a New Market 'I've been on a number of calls recently with companies that want to break into a new market. In fact, I'm not quite sure how a company would go about breaking into a new market without it. But there are some challenges when your goal is quick uptake and your company doesn't have a lot of exposure or familiarity with the target audience. Who are they? Where? | | | | | | | |
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MARKETING INTERACTIONS | WEDNESDAY, JANUARY 16, 2013  The Power of Positioning in B2B Content Strategy
The problem is that corporate positioning has traditionally been seen as a way to differentiate a company from its competition. In today's market environment it should be designed around the intersection of your company's strengths in relation to your customers' needs. Every company has a distinct value they provide that their customers need and want. Unfortunately, most companies mimick the leaders in their space, thinking that will help them "measure up" in their prospect's eyes. How many folks at your company can do so today? MORE >> -
MARKETING INTERACTIONS | THURSDAY, JUNE 7, 2012 The Ripple Effect of Shiny-Object Syndrome
What's missing is true commitment from the company and its marketers. Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced. I'm getting more and more requiests from B2B marketers about how to present reasons why content marketing should stay a line item on the budget. The number one reason I believe this to be happening is due to the continuum nature of content marketing. Content marketing is not a campaign. WTF happened?" MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 5, 2011 5 Things a B2B Website Must Accomplish
You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get — and do it fast. Seeing that my last post was about a report that showed B2B websites were critical to marketing but not performing up to their potential, I thought I'd share some ideas about what your website must accomplish in order to start climbing that ladder of opportunity. It really doesn't have to be that difficult. After all, a B2B website must serve as a centralized hub for all of your online content marketing efforts. Always. MORE >> -
MARKETING INTERACTIONS | THURSDAY, JUNE 14, 2012 Put Cost Effectiveness in Content Marketing
It's likely that your product wasn't developed to solve a fleeting problem but focused on a more chronic condition companies are experiencing - otherwise the company won't be around long. In line with my recent Shiny Object post , I thought I'd explore another argument in favor of B2B content marketing; namely improving the cost effectiveness of marketing. Obviously, I've got a counter for that. And those returns can be tied pretty darn closely to revenues. If you're just starting out on a content marketing strategy, there is a lot of work to be done. MORE >> -
MARKETING INTERACTIONS | SATURDAY, FEBRUARY 9, 2013  B2B Buyer Personas Don't Belong in the Closet
Many of the projects I do for companies start with buyer personas. That's not going to influence how he builds consensus with his team to buy cloud storage, beef up his network to enable mobility or decide to virtualize his company's call center. After all, it's a logical place to start as it's next to impossible to develop a content strategy without a keen understanding of the people involved in buying complex B2B product offerings. But I'm noticing a trend I hadn't foreseen. Marketers are keeping buyer personas in the closet. Yep, it's true. At all. MORE >>
- The Cost of Misaligned B2B Marketing MARKETING INTERACTIONS | THURSDAY, JANUARY 31, 2013
- When Thought Leadership Isn't MARKETING INTERACTIONS | MONDAY, SEPTEMBER 20, 2010
- Content Curation Sneaks Up on Marketers MARKETING INTERACTIONS | THURSDAY, JUNE 21, 2012
- Designing Calls to Action for B2B Marketing Content MARKETING INTERACTIONS | THURSDAY, APRIL 26, 2012
- Content Marketing: Theory vs. Practice MARKETING INTERACTIONS | THURSDAY, MARCH 29, 2012
- Sending an Email Is NOT Nurturing MARKETING INTERACTIONS | MONDAY, OCTOBER 25, 2010
- Content Strategy Must Reach Beyond Marketing MARKETING INTERACTIONS | SUNDAY, MAY 6, 2012
- The Biggest Question When Using B2B Social Media MARKETING INTERACTIONS | SUNDAY, FEBRUARY 27, 2011
- Why Marketers Must Care After the Handoff MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 26, 2012
- Can B2B Marketers Become Content Whisperers? MARKETING INTERACTIONS | SUNDAY, MAY 13, 2012
- Cracking the Code on LinkedIn is For Marketers Too MARKETING INTERACTIONS | WEDNESDAY, MARCH 27, 2013
- 3 Critical Tips for B2B Buyer Personas MARKETING INTERACTIONS | MONDAY, JULY 2, 2012
- 6 Tips for B2B Vendors Becoming Publishers MARKETING INTERACTIONS | SUNDAY, JANUARY 22, 2012
- B2B Content for Customer Retention Tells a Different Story MARKETING INTERACTIONS | MONDAY, NOVEMBER 12, 2012
- Hello Mr. Customer; It's Me.Your Vendor MARKETING INTERACTIONS | SATURDAY, APRIL 9, 2011
- A Few Thoughts on B2B Marketing Buzzword: Relationship MARKETING INTERACTIONS | SATURDAY, SEPTEMBER 1, 2012
- What Tech Buyers Want From Content MARKETING INTERACTIONS | MONDAY, MAY 28, 2012
- Debunking B2B Marketing Buzzword: Engagement MARKETING INTERACTIONS | SUNDAY, JULY 29, 2012
- Change and the Content Marketing Continuum MARKETING INTERACTIONS | MONDAY, MARCH 4, 2013
- Convince Execs to Convert to Content Marketing MARKETING INTERACTIONS | MONDAY, FEBRUARY 20, 2012
- Do You Know What Tech Buyers Want? MARKETING INTERACTIONS | FRIDAY, MARCH 11, 2011
- Why Marketing Content Needs a Point of View MARKETING INTERACTIONS | SUNDAY, FEBRUARY 12, 2012
- B2B Websites NOT Great At Demand Gen MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 29, 2011
- Working with Marketing Content Writers MARKETING INTERACTIONS | SUNDAY, APRIL 3, 2011
- Is Listening on Social Media is a Waste of Time? MARKETING INTERACTIONS | SUNDAY, DECEMBER 16, 2012
- The Difference Between B2B Leads and Personas MARKETING INTERACTIONS | SATURDAY, APRIL 17, 2010
- Expectations and Experience are the New Competition MARKETING INTERACTIONS | MONDAY, FEBRUARY 6, 2012
- The What Ifs? that Can Derail a Deal MARKETING INTERACTIONS | MONDAY, OCTOBER 31, 2011
- Show Quantity the Door MARKETING INTERACTIONS | MONDAY, SEPTEMBER 5, 2011
- Changing the Conversation MARKETING INTERACTIONS | THURSDAY, APRIL 5, 2012
- Are Shorter Sales Cycles a Wake-up Call for Marketers? MARKETING INTERACTIONS | TUESDAY, JANUARY 24, 2012
- Are B2B Salespeople Thought Leaders? MARKETING INTERACTIONS | TUESDAY, OCTOBER 18, 2011
- The Difference Between Benefits and Features MARKETING INTERACTIONS | THURSDAY, DECEMBER 8, 2011
- Are B2B Marketers Missing the Point? MARKETING INTERACTIONS | TUESDAY, AUGUST 31, 2010
- B2B Marketers Need Every-Click Attribution MARKETING INTERACTIONS | THURSDAY, MARCH 22, 2012
- Does Your B2B Marketing Content Address Cause? MARKETING INTERACTIONS | TUESDAY, FEBRUARY 14, 2012
- Bullocks to B2B Marketing Buzzword: Relevance MARKETING INTERACTIONS | WEDNESDAY, AUGUST 15, 2012
- Lost the Key to Your B2B Database? MARKETING INTERACTIONS | TUESDAY, MARCH 13, 2012
- Prime Your B2B Marketing Mind MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 27, 2011
- Format is Not a B2B Persona Question MARKETING INTERACTIONS | THURSDAY, MAY 31, 2012
- Blogs Provide Versatility for B2B Content Marketing MARKETING INTERACTIONS | THURSDAY, JANUARY 5, 2012
- From B2B Marketing Silo to Buyer Experience MARKETING INTERACTIONS | MONDAY, SEPTEMBER 26, 2011
- Marketing Metrics: The Hard and The Soft MARKETING INTERACTIONS | TUESDAY, MARCH 10, 2009
- Content Marketing Requires More Than Content MARKETING INTERACTIONS | THURSDAY, JANUARY 3, 2013
- The B2B Website Audience Litmus Test MARKETING INTERACTIONS | SATURDAY, APRIL 27, 2013
- Lessons Learned from Using Marketing Automation MARKETING INTERACTIONS | THURSDAY, AUGUST 6, 2009
- Making Assumptions About The Buyer's Journey MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 9, 2012
- B2B Marketing: Evolving or Stuck in the Mud? MARKETING INTERACTIONS | THURSDAY, MARCH 8, 2012
- Content Marketing Should Never Be Advertising MARKETING INTERACTIONS | MONDAY, FEBRUARY 25, 2013
- Content Marketers Need a Customer Field Trip MARKETING INTERACTIONS | MONDAY, AUGUST 8, 2011
- Is Social Selling in Need of Sales Enablement? MARKETING INTERACTIONS | TUESDAY, APRIL 2, 2013
- B2B Content Marketing as Trojan Horse MARKETING INTERACTIONS | THURSDAY, JANUARY 12, 2012
- Considerations for B2B Email Frequency MARKETING INTERACTIONS | FRIDAY, MARCH 18, 2011
- Inbound Needs Outbound MARKETING INTERACTIONS | SUNDAY, JUNE 19, 2011
- The Secret to a Longer Life for Marketing Content MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 2, 2011
- 5 Things to Consider BEFORE Using Social Media MARKETING INTERACTIONS | MONDAY, SEPTEMBER 6, 2010
- Lead Generation is NOT IT MARKETING INTERACTIONS | TUESDAY, MARCH 8, 2011
- 23 Reasons Why Content Marketing Fails MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 22, 2009
- The Art of The Ask in Content Marketing MARKETING INTERACTIONS | SUNDAY, JANUARY 15, 2012
- Buyers Set the Pace for B2B eMarketing MARKETING INTERACTIONS | TUESDAY, NOVEMBER 16, 2010
- Revelations from Content Audits MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 31, 2012
- What's Your Website Content Really Saying? MARKETING INTERACTIONS | WEDNESDAY, AUGUST 24, 2011
- Robotic Email Campaigns Miss the Point MARKETING INTERACTIONS | WEDNESDAY, MAY 16, 2012
- Marketing Cloud Computing to Non-Believer CIOs MARKETING INTERACTIONS | THURSDAY, FEBRUARY 2, 2012
- Writing is a Critical B2B Marketing Skill MARKETING INTERACTIONS | SUNDAY, DECEMBER 5, 2010
- Treat Your Content with More Respect MARKETING INTERACTIONS | THURSDAY, JULY 21, 2011
- Stories are the Key to Buyer Engagement MARKETING INTERACTIONS | THURSDAY, MAY 26, 2011
- Marketing Content on a Mission MARKETING INTERACTIONS | THURSDAY, JULY 7, 2011
- The "Why" for Lead Nurturing MARKETING INTERACTIONS | MONDAY, MAY 30, 2011
- When a Blog is More than Just a Blog MARKETING INTERACTIONS | SUNDAY, JANUARY 30, 2011
- The Myth of the Magic Bullet for Content Marketing MARKETING INTERACTIONS | SATURDAY, DECEMBER 31, 2011
- What Happens When Inbound Marketing Works? MARKETING INTERACTIONS | WEDNESDAY, JANUARY 18, 2012
- Writing Content is Not a Job for Sissys MARKETING INTERACTIONS | TUESDAY, MARCH 29, 2011
- Why B2B Content Marketing Themes Fail MARKETING INTERACTIONS | MONDAY, DECEMBER 26, 2011
- Why a Blog Improves Social Media for B2B MARKETING INTERACTIONS | THURSDAY, MARCH 25, 2010
- Frequency: All the time vs. at the right time MARKETING INTERACTIONS | SUNDAY, NOVEMBER 13, 2011
- Who comes first in your marketing content? MARKETING INTERACTIONS | SUNDAY, JANUARY 23, 2011
- Is Your B2B Lead Database Like Your Attic? MARKETING INTERACTIONS | THURSDAY, JULY 28, 2011
- Scenarios Add Value to Marketing Content MARKETING INTERACTIONS | THURSDAY, APRIL 14, 2011
- Where Sales Can Lead Marketing Off Course MARKETING INTERACTIONS | SUNDAY, JANUARY 2, 2011
- Content Must Drive Conversations MARKETING INTERACTIONS | THURSDAY, JANUARY 20, 2011
- Content Marketing is a Practice MARKETING INTERACTIONS | TUESDAY, JULY 19, 2011
- Staying Top of Mind is Not the Goal for Email Marketing MARKETING INTERACTIONS | SUNDAY, MAY 30, 2010
- Relevance is Not an Option MARKETING INTERACTIONS | MONDAY, MARCH 21, 2011
- Content Marketing Strategies Conference Wrap Up MARKETING INTERACTIONS | SUNDAY, FEBRUARY 20, 2011
- How to Get Buy-in for Marketing Automation MARKETING INTERACTIONS | TUESDAY, JULY 12, 2011
- B2B Lead Definitions vs. Personas - There is a Difference MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 27, 2010
- Embrace Articles for B2B Content Marketing MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 12, 2010
- 6 Ways B2B Marketers Can "Listen" Effectively MARKETING INTERACTIONS | SUNDAY, FEBRUARY 28, 2010
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