Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those things. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. We need to.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

FEBRUARY 17, 2020

Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they encounter is out of context. How do we use it to help us win more deals?

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

NOVEMBER 29, 2021

To gate or not to gate your B2B content? Even though we know better, we seem unable to give B2B buyers what they want > unfettered access to information that helps them consider and manage change in the solving of their critical problems. It will help to identify when and why to gate B2B content and when to set it free.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

JANUARY 9, 2022

B2B content doesn’t create a sum of knowledge as one-off random acts of content. To create influence, your B2B content needs oomph, conviction, and purpose. I’ve written about the need for B2B content to have a point of view. But here’s where a lot of content goes wrong…. Help B2B Buyers Think & Learn.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

SEPTEMBER 30, 2018

Unfortunately, the following recent research findings indicate not a lot has changed since I wrote my book four years ago: 55% of B2B marketers somewhat or strongly agree that they have difficulty getting their message and content in front of their target audience. Bridge the Gap , 2018, Ytel]. Widen Connectivity Report , 2018.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

SEPTEMBER 21, 2021

Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers. And much of the B2B content produced is leaving buyers cold. We often think of thought leadership as somewhat of a specialty format of content. Like Pillar content or content designed to drive “lead” gen.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

APRIL 14, 2019

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Content-Driven Conversations Rely on Nuance. Dry content won’t cut it.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

MAY 21, 2018

As our ability to collect data grows, so do the different ways we can measure content performance. It’s hard to inform anything about your content marketing strategy with such low results. Yet, we seem content to continue to send email campaigns with mediocre performance. Don’t Let Your Content Become a Dead End.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

APRIL 11, 2019

I’ve been actively involved in content marketing for 20 years. There’s something new to learn every day and content marketing feels like it’s taken over marketing. I remember back when just putting up a blog post once or twice per week was a novel approach to content marketing. The Evolution of Content. But we have to.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

APRIL 21, 2017

One of the biggest values that come with content marketing operations maturity is the ability to say “no” to ad hoc content demands. As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. But publishing content is not content marketing.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack. consistency with their content.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

DECEMBER 29, 2016

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next year. And now their sights are set on scale for B2B content marketing.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

MAY 23, 2018

You’re creating content—lots of it. If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to your customers. And content is the versatile weapon of choice.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 37% have a documented content marketing strategy. We’ve been doing this for quite some time.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JUNE 23, 2017

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. One of the key foundational elements to a content marketing strategy is a buyer persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 23, 2017

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably. 9 Components of a B2B Buyer Persona. Meetings take up much of her time.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JANUARY 15, 2023

The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant content without the need to develop the skills to write their way out. First off, I think considering the ramifications for our digital strategies is much more important than using the tool to write mediocre marketing content.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

JUNE 27, 2021

Creating compelling and engaging content. Creating content for specific stages of the buying process. Proving the ROI from content marketing. Here’s the kicker for me > Despite the above challenges reported, two-thirds of marketers say they’re using buyer personas to inform their marketing strategies and content development.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

MARCH 7, 2022

This means there’s a higher probability that they still need to solve the problem—and it’s worth taking another shot to help them do so. Aren’t convinced you’ve sufficiently demonstrated how you’d help them mitigate risk. Content Ideas for Lost Opportunity Engagement. Share their content and then layer your perspective on top.

Ideal Customer Profiles 88

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

Marketing Interactions

JULY 31, 2022

I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). Without strategy, all you have are random acts of content. Content should be helpful for both customers and buyers…everyone consuming it.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. This one is critical for buyers given the overwhelming amount of content available on every topic—not to mention the conflicts in information they must untangle.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

OCTOBER 15, 2021

Marketers produce or oversee/govern much of the content used across the customer continuum, including for brand awareness, demand generation, ABM, sales outreach and follow-up, customer engagement, social media, events, advocacy programs, and more. There needs to be one orchestrator of brand narrative: messaging, content, and story.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

NOVEMBER 15, 2021

You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. On its own, it’s interesting, but not compelling unless you’re able to define that interest with long-tail keywords that help you dial in on the reason, problem, aka interest.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

SEPTEMBER 26, 2022

Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. Also, ask them what they found most valuable in their interactions with your company during the process—from the content they viewed to their conversations with your sales reps. The topics it covered.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JULY 18, 2021

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. However, personalization remains a priority for B2B marketing executives, with 52% planning to increase spending on content marketing and personalization technology to get this right.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

FEBRUARY 20, 2022

The Mandate to Help B2B Buyers with Problem Blindness. In a recent article , Robert Rose stated “I see wicked problems a lot in content strategy. It’s also when we’re doing our buyers a disservice by helping them buy a band aid when they really need surgery. Drive Momentum by Helping B2B Buyers Understand the Problem.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

JANUARY 3, 2022

Unfortunately, many marketing campaigns provide the same content to both buyers and customers. Customers have solved that problem with your (your solutions) help. Therefore, the same content isn’t useful for both contexts. What if they’re not using some of the features and functions – then educational content would apply, right?

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

APRIL 18, 2019

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. See what I mean? Small steps.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JANUARY 25, 2022

But, unless your B2B content marketing strategy and programs sucked last year, taking a clean slate approach is not the best idea. Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. Balancing Internal Changes with Content Marketing Strategy.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

AUGUST 15, 2021

B2B buyers consume at least 13 content assets during their buying process. Consider adjusting your scoring for the following factors: Persona-related content engagement. Are they viewing the content designed for the role they play in the buying decision? Pre-sales cycle content. Put Some Substance Behind Your MQLs.

Marketing Qualified Leads 62

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

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. This is because our marketing-to-sales models and processes are not built to help buyers buy. It’s not about volume of content viewed, but which content.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

OCTOBER 5, 2022

I’ve been involved in helping clients create a slew of retention programs—more so in the last few years—and I’d like to clear up a few things when thinking about and planning them: Retention programs and onboarding programs are not the same things. Economic, Functional, Experiential, Symbolic) How can you help them gain more value?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

MARCH 22, 2022

Given that 94% of B2B Buyers say they are very well informed or somewhat informed before they talk to a sales rep, there’s a lot of opportunity for marketers to help buyers self-qualify as ¾ of them push off engaging with sales until the end of their change process. Today, change is rampant which makes budgets a moving target.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

OCTOBER 8, 2020

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

FEBRUARY 8, 2022

This is true if you’re only interested in learning about your customers so that you can extract more revenue from them, instead of focusing on serving and helping them. The way you frame the information/content you share with them has an impact. What inputs they’ve received from the buying committee, peers, and colleagues.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

JULY 25, 2019

Let’s back it up with a few more stats: 82% of VPs say not understanding content slows down the buying process ( source ). 70% of content sits unused (Sirius Decisions). Only 40% of content read by buyers is considered relevant (IDG). High level content won’t do this. Whatever the reason, you may never know.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. What you learn from talking with your customers can help change this, as well.

Conversion 93

Conversion Planning Buyer Personas Dwell 93