Marketing Interactions

OCTOBER 8, 2020

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.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

APRIL 26, 2022

This is a huge opportunity for how we develop humanness in B2B content experiences. We can start by dropping the jargon and the “scripts” of how we think marketing and sales content should sound and just talk to our B2B buyers like the professionals they are—as people. Perception is the Linchpin for Humanness in B2B Content.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

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.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

NOVEMBER 29, 2021

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.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

DECEMBER 21, 2021

For some reason, B2B marketing content tends to lean more toward academia than literary license. Much of the content produced is dry, mechanical, and, well, academic. We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. Emotion in B2B marketing content is more subtle.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

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

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

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

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

MAY 23, 2018

You’re creating content—lots of it. If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to your customers. And content is the versatile weapon of choice.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

JANUARY 9, 2022

B2B content doesn’t create a sum of knowledge as one-off random acts of content. To create influence, your B2B content needs oomph, conviction, and purpose. I’ve written about the need for B2B content to have a point of view. But here’s where a lot of content goes wrong…. There’s no randomness.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

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. Originally posted on the Mura Content Experience Blog.

B2B Marketing 73

B2B Marketing Marketing & Strategy Marketing Strategy Webinar Metrics 73

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. But we have to.

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. Let’s take a look….

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

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

DECEMBER 29, 2016

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next year. And now their sights are set on scale for B2B content marketing.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

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

JANUARY 25, 2022

The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. 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.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

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

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). The problem with this is strategy lurks behind the scenes as the scaffolding that holds up buyer-driven experiences. So, let’s dive in….

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

SEPTEMBER 26, 2022

Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. Also, ask them what they found most valuable in their interactions with your company during the process—from the content they viewed to their conversations with your sales reps. The topics it covered.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

NOVEMBER 15, 2021

Or their strategy and approach in how they’re using it? 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. The problem is that a “general” search term doesn’t distinguish interest from intent.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

JULY 18, 2021

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. However, personalization remains a priority for B2B marketing executives, with 52% planning to increase spending on content marketing and personalization technology to get this right.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

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. And that results in well-constructed buyer personas that give you the depth you need to create content that resonates. Personas give you that yardstick to determine if your content levels up.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

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

SEPTEMBER 20, 2018

However, customer acquisition is where most marketing strategies stop. Develop a Clear Customer Engagement Strategy. What content, tools, or resources can you provide to generate excitement and anticipation for using your solution? Interactive content and personalization are two tactics that are high on marketers’ goals lists.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MARCH 22, 2022

Buyers will disqualify themselves if we make the right content and information available. It’s making inroads as a strategy for SaaS and is reliant on users driving the buying decision up the chain to authority for divisional or company-wide purchase. 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

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

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

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 Ranking Lead Scoring 69

Marketing Interactions

FEBRUARY 20, 2022

In a recent article , Robert Rose stated “I see wicked problems a lot in content strategy. But that means we must have buyer enablement content available to help B2B buyers reach that depth of understanding that qualifies them to move forward in their change process…toward buying. Because that’s all you “see” right now.

Top of Funnel 88

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

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

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

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. But how many B2B marketers can say they truly KNOW their customers? 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

SEPTEMBER 30, 2018

As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Even the corporate website now includes the capability to share content and comment on the company blog, if not elsewhere.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

AUGUST 15, 2021

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? Pre-sales cycle content. Put Some Substance Behind Your MQLs.

Marketing Qualified Leads 62

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