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

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.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. Sally is the VP of Finance at the organization, in charge of 18 direct reports across multiple divisions that manage the financial health of the organization. 9 Components of a B2B Buyer Persona. Meetings take up much of her time.

Buyer Personas 64

Buyer Personas Marketing & Strategy B2B Marketing Marketing Strategy 64

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

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

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

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. The report found that content used for both demand gen and sales enablement is created in different parts of the organization.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

FEBRUARY 8, 2022

We’ve all heard about the symbolic “customer in the room” activities that some organizations undertake to claim customer-centric orientation. The way you frame the information/content you share with them has an impact. To do so requires you do the work to learn and understand your buyers.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

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

JANUARY 19, 2020

They are convinced that the higher they can get in the organization, the more sales they will be able to influence. Which competitors do you see show up the most when you’re working deals? On most of my projects, their willingness to help with customer outreach makes the difference in getting this work done quickly.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

AUGUST 15, 2022

ETAs are a proprietary model developed by Gartner that assesses the psychographics that drive how and when organizations make technology decisions. I think all organizations need them to target GTM programs more strategically. I’m in favor of ETAs. I think of them as Organizational Personas. Why ETAs Don’t Replace Buyer Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

AUGUST 15, 2021

The analyst firm had expected that between 60% and 85% of organizations would have this common definition. B2B buyers consume at least 13 content assets during their buying process. Consider adjusting your scoring for the following factors: Persona-related content engagement. Pre-sales cycle content. Or the account score?

Marketing Qualified Leads 62

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

Marketing Interactions

OCTOBER 5, 2022

Toward the effort of improving customer experience, investing in new content and creative (42%) is a top priority. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. 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

JULY 25, 2021

Natalie Petouhoff says this about ABX (Account-Based Experience) – “ABX is being able to know where the customer is in the buying cycle and using intelligent insights to know when to engage, with what content, and what to say to each and every account.”. All personalization that works effectively is reliant on context.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

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

JUNE 4, 2017

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? While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. We need to do the foundational work that sets up our B2B Marketing Strategies for the successful creation of experiences that meet our buyers’ and customers’ expectations. We need to become customer-obsessed.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. But this only works when there aren’t glaring gaps between the two. Almost half of working professionals change jobs at least every 4 years. And repeat…. The Argument to Connect Brand and Demand.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

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.) So, you think, wow, that really worked.

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