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. Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. Like Pillar content or content designed to drive “lead” gen.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

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. Lack of Context in B2B Content Kills Engagement.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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. It also enables content creators to step into the persona’s shoes when the time comes to develop content or ideate programs designed to engage her. These types of details also play into tone, voice, and style for your content.

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

OCTOBER 15, 2021

Edelman/LinkedIn ). 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. The Heart of RevOps is Revenue. B2B Research 2022 CMI ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

AUGUST 15, 2021

I read an interesting exchange on LinkedIn recently. 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?

Marketing Qualified Leads 62

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