Marketing Interactions

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

Marketing sends an MQL to sales and the rep starts over as if there’s no relationship established with the company. Eliminating leaps of faith will result in your content producing a flow that compels engagement instead of the confusion that sends B2B buyers back to Google to search for a better answer.

B2B 149
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Why Is B2B Marketing So Hyper?

Marketing Interactions

Just ask Google. These articles go on to make their case by defining traditional personalization as including elements such as name, company, industry in communications, where hyper-personalization takes into consideration behavioral activity and engagement data to interpret intent and hone messaging. Begging for unearned attention.

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

It’s a new division of the company, they don’t know us yet, so they’re new buyers…. The point is > a net new buyer is different than a customer or a buyer whose company is already a customer. For a new division of the company , it’s likely that you’ll gain entry from a stakeholder in the division you already serve.

B2B 69
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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

Oh, I have logins to the systems, Google Docs, Slack, and Chatter. But reconciling all of that to truly know what’s going on with content and programs across the company is harder than I remember it to be. This becomes more critical with many marketers expected to drive at least 25% of company revenues.”.

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

Google has trained buyers to hit the back button when the search result clicked on doesn’t yield the right content. Through reverse IP lookup, the content served can be personalized to the company employing the website visitor. Have you ever landed on a vendor website and not known where to look for the information you were after?