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Marketing Interactions

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Just as your products continue to be viable year after year, so should your content that relates to them.

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

The content we use to engage B2B buyers must resonate and be relevant. Come across a brilliant idea for content that we can’t say no to, created it and launched it to an unsuspecting audience thinking they’ll be thrilled. One persona is visiting your website, but your content is written to engage another. We’ve all done it.

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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

To gate or not to gate your B2B content? It will help to identify when and why to gate B2B content and when to set it free. Gating content is done to collect buyer contact information. Reasons to Set B2B Content Free. Making access to content easy also has benefits for both parties. Benefits of Ungated Content.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

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.

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

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.

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

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.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

It’s easy to get sucked in and look at accounts that have searched on keywords and phrases related to your solution’s category. In the earlier stages, the score is all about them—their searches and activity without you. The problem is that a “general” search term doesn’t distinguish interest from intent. You think – Yes!