Marketing Interactions

MAY 23, 2018

When I was asked to review Kapost’s latest benchmark on B2B content operations strategy, I jumped at the chance. Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. Take the top priority: Generating New Leads. I’m admittedly a data hound.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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

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 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. Keywords and phrases.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. Buyers will disqualify themselves if we make the right content and information available.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 26, 2022

Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. Declining response rates figure in at 33%.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

NOVEMBER 2, 2021

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. Harness this rhythm and you’ll see higher engagement as buyers find resonance with your content because they learn information that helps them advance by answering their questions.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

NOVEMBER 15, 2021

For example, when an account hits a certain intent score AND has reached a set account/lead score, fire off content that extends from the topic they just engaged in with you. Not one, but a series of content oriented to end stage interest, such as evaluation factors, questions to ask, reasons your customers bought from you, etc.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

AUGUST 8, 2021

It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. When you model the mapping of your website and you tag pages in the taxonomy for product and solution, as indicative of intent, do you consider the impact of content that’s designed to help people assess what change entails?

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

APRIL 18, 2019

When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. But showing them systematically how one step leads to the next (their questions, your answers) allows you to help them adopt your ideas as their own. Complex Buying Processes Require Small Shifts.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

FEBRUARY 20, 2022

In a recent article , Robert Rose stated “I see wicked problems a lot in content strategy. Part of the reason lead scoring and using intent data goes wrong is that it’s focused on the number and timing of activity, more than the context of the engagement. But you haven’t yet realized you’re still looking only at the surface.

Top of Funnel 88

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

Marketing Interactions

MARCH 7, 2022

Content Ideas for Lost Opportunity Engagement. Competitor Content: Just bear with me… If you have a competitor publishing great, relevant content that speaks to a reason you lost an opportunity, such as lack of differentiation, here’s your opportunity to show why you’re a better choice—without dissing the competition.

Ideal Customer Profiles 88

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

Marketing Interactions

APRIL 21, 2017

Research on buyer content preferences has found the same complaints for years. Take a look at the last three years of research from DemandGen Report’s B2B Content Preferences Surveys: In 2015 , the top suggested improvements to content: Use more data and research to support content. Curb the sales messaging.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. And nearly half of them describe their lead conversion efforts as “sketchy.”. The result is its State of the Conversation Report.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JANUARY 3, 2022

Unfortunately, many marketing campaigns provide the same content to both buyers and customers. 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? As well as show them that the content really isn’t for them.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

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. B2B marketers have also said that lead gen is not the problem. I wonder what used to inform them….

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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

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

SEPTEMBER 20, 2018

What content, tools, or resources can you provide to generate excitement and anticipation for using your solution? This leads to expansion opportunities via cross- and up-sell potential. Interactive content and personalization are two tactics that are high on marketers’ goals lists. Avoid Unpleasant Surprises at Renewal Time.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JUNE 4, 2017

We need a campaign for Q2 to generate #X leads/demands for product A. Our customers have shown high engagement with these content assets; what can we create to continue the story or fill in the gaps to help them solve this problem? Marketing no longer needs to toss leads over the wall to an uninterested sales team.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

OCTOBER 5, 2022

Toward the effort of improving customer experience, investing in new content and creative (42%) is a top priority. Another benefit is you can also use these assets for net-new account content—with the participants’ permission. Shifting focus to retention is also a top priority for improving ABM performance.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 9, 2021

The premise of ABM is to focus on accounts, rather than leads. The beauty of ABM is that marketing and sales can work together to impact your B2B buyers’ discovery path when armed with the right insights, content, and plays aimed at helping with discovery. Back to ABM…and Seamless Transitions.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. Yet repetition (in a progressive way) is what imprints on the minds of our audiences, leading them to adopt a new way of thinking with our help. Originally posted on the Mura Content Experience Blog.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. I’ve created more than 400 buyer personas over the last four or five years.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

The content isn’t for you. How many times have you had an exec tell you to do something (create content, change your messaging, etc.) Instead, Robert Rose made the point beautifully in his Note in the CMI newsletter recently where he advised “Don’t Fall in Love with Your Content.” It’s for your audience.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. Leads – acquire new leads and develop them into sales-ready buyers. Most marketers have been using content marketing to grow audience subscribers for a number of years. What do you want to get out of it?

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. You pull analytics on content performance and see that your infographic (or blog, or case study, etc.) What’s Your Content Done for You Lately?

Relevance 140

Relevance Top of Funnel B2B Content 140

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. Content can’t speak effectively to more than one audience. Some of these may sound familiar.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118