Marketing Interactions

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

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. When evaluating the value of your content, consider whether it includes: Valuable tips, insights, expertise your buyers and customers can use. The Job of Sales Content.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

I recently wrote about B2B nurturing for net new vs. existing customers. Customer Stories: Not your typical case studies, but stories about customers experiences overcoming the reasons and obstacles your buyers were/are facing. It’s great if these are customers, but it also works if they’re your buyers’ peers.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

I’d wager a guess that it’s because you haven’t created personas or done the audience/customer research to really understand their roles and perspectives in relation to the problem your solution solves. Identify value that your customers care about. What enabled your customers to get these outcomes from your product?

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The Problem with Scale for B2B Content Marketing

Marketing Interactions

From what I can tell, scale seems to mean publishing more content. Problem 1: Publishing more content isn’t necessarily content marketing. Focusing on the whole process brings the quality metrics, such as customer acquisition and revenues (read: the important stuff).

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B2B Tech Marketers Make the Shift From Funnels to Lifecycles

Marketing Interactions

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. Develop a Clear Customer Engagement Strategy.

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Point of View in B2B Content Changes the Game

Marketing Interactions

Much of the B2B content published today talks about what research thinks or what the industry thinks. It could be customer opinion or testimonials. What this does is serve as a filter for those who will never become your customers. POV only works if you don’t waver. And this doesn’t mean it needs to be research. Like is so meh.

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Content Operations: Waiting is Costing You

Marketing Interactions

Consistency in tone, voice, and style is critical for meeting your customers’ expectations. This inefficiency leads to costly missteps, such as creating content on topics that haven’t performed well in the past or continuing to publish to channels that don’t draw the right audience back to your site. Disruption is the word of the day.

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