Marketing Interactions

OCTOBER 15, 2021

Given the above, combined with intent data, analytics, lead/account scoring and feedback loops from sales and customer success, they’re best suited to make strategic adjustments to messaging and content to engage customers and in-market and potential in-market buyers with a continuous storyline. Net dollar retention and expansion (Success).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

FEBRUARY 8, 2022

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.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

MARCH 7, 2022

Better yet, how might you resurrect buying intent? Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. Why did you lose that opportunity?

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. Content serves as the champion of your company. of companies maintain consistent content scores across the various types of content on their websites. Financial Services companies fared a bit worse at 33.3%

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MAY 21, 2018

In essence, how good it is at guiding progress—becoming a conductor for engagement and intent. Identify which questions you’ll need to answer at each stage of their learning and how you can use that content to create meaningful, connected experiences that signal intent as they cross buying-stage thresholds. Unique visits.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. And I’d wager that if you look at the way your company applies BANT, need has an inside-out focus. But the way we define it is more like, the company could use our stuff because they fit in the parameters of our ICP.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

OCTOBER 8, 2020

Be intent on solving the problem by buying a solution. One of the fallacies that companies bought into with sales enablement is that more is better. There’s nothing inherently wrong in this with the exception that the identification of “buyer” comes with a lot of baggage.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

AUGUST 24, 2021

Understanding how to read buyer intent beyond keyword searches. But, even better, they’ll become advocates for your company and brand based on your helpfulness. Pre-disposed preference toward your brand based on your helpfulness. Eliminating wasted time spent chasing potential customers who haven’t yet become buyers.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

MAY 23, 2018

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.”. What I can’t see is a lot. Oh, I have logins to the systems, Google Docs, Slack, and Chatter.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. But getting it right is still a struggle for a majority of companies. Not vanity metrics like clicks and page views, but measurements indicative of action, momentum, and intent. We’ve been doing this for quite some time. Collaboration.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 30, 2018

From a marketing perspective, context is the set of facts, meaning or circumstances that define a prospect or customer’s intentions or needs in relation to an interaction or experience. These two quadrants are based on an inside-out approach that puts the company and its products first. Scenarios of irrelevance play out every day.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MARCH 8, 2017

The intent of content marketing is to get the right content to the right persona at the right time in the right channel. What if your company could win that slice of the pie by creating and using content more purposefully based on insights provided by B2B buyer personas? There’s just one thing. I can hear you. After all – 23.8%

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

In fact, proving you know them can decrease purchase intent by 4%. Research from Gartner found that helping B2B buyers advance increased purchase intent by 16%. Marketing KPIs may be about what your company wants, but the execution that will help you achieve those outcomes is grounded in what your buyers want.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. The key principle here is the intent. Some of these may sound familiar. Target Your Audience.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118