Marketing Interactions

AUGUST 24, 2021

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. There’s a lot more to B2B content marketing than thought leadership, industry trends and infotainment. 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. Get rid of the sales pitch and marketing fluff.

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? Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. If it did, sales reps wouldn’t shun your MQLs. Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

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

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

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

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

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

OCTOBER 15, 2021

While the events I’ve attended and material I’ve read tend to apply the focus on sales as the central pivot for RevOps, I find that approach distracting for sales and a discredit to B2B marketers. This means they are better able to spot trends and engagement patterns (and gaps) that sales and customer success may not see.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

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

SEPTEMBER 26, 2022

These events in your target markets can quickly make your messaging irrelevant, rendering your marketing programs and sales plays ineffective. Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. What worked yesterday may not work today.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

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. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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

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. In support of sales conversations valued by buyers. To be effective, the questions your content answers must address buyer inquiry. Answer (your content).

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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

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

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. Sales cares about winning net-new logos.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

AUGUST 8, 2021

“Sellers use their sales process to place solutions.”. The other is a change management initiative with individualized criteria sales reps lack insight to. This is because our marketing-to-sales models and processes are not built to help buyers buy. They are sales-driven, not buyer-driven. They drive, but you can enable.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

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

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Yet, given what your digital behavior indicates, this is when marketers are looking to get you to raise your hand for a demo or take a meeting with a sales rep. In a recent article , Robert Rose stated “I see wicked problems a lot in content strategy.

Top of Funnel 88

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

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. Think about product-led growth (PLG). Emotion plays a key role here.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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. These are based on the perspective and interpretation of the sales rep you’re speaking with.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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

JANUARY 19, 2020

They are convinced that the higher they can get in the organization, the more sales they will be able to influence. Start by talking to your sales team. If you build personas in a vacuum, you could end up with a database of contacts that sales reps have no interest in talking to and who won’t ever buy from you. (who

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

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. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

FEBRUARY 8, 2022

The way you frame the information/content you share with them has an impact. Do they change lanes often trying to gain an advantage, or are they content to stick with the same lane as traffic ebbs and flows around them? Campaigns with the age-old structure of three touches followed by a sales call are obsolete.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

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

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. This means your content marketing strategy needs to follow suit. Balancing Internal Changes with Content Marketing Strategy. And until all their “jobs to be done” are complete, there’s no sale.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

APRIL 18, 2019

For those of us who sell outcomes based on a complex sale, we really need to embrace simplicity and clarity. 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. I often hear marketers evaluate ideas for content based on what resonates for them.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

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

OCTOBER 5, 2022

This becomes even more important when you consider 73% of B2B tech companies have accelerated existing company revenue goals and 41% of them are decreasing their emphasis on net-new sales to focus on up- and cross-selling. Toward the effort of improving customer experience, investing in new content and creative (42%) is a top priority.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

SEPTEMBER 9, 2021

Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. Back to ABM…and Seamless Transitions.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

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? This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more. Marketing and Sales Alignment. It’s that simple.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JANUARY 27, 2020

In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process? These are the people who will also become the vendor point of contact with your sales reps.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 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