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.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

DECEMBER 26, 2016

Only 24% say they’ve shifted the way they’re driving conversations in their demand generation and sales enablement content strategies in response. With such a high level of agreement, you’d think that B2B marketers would be moving swiftly to impact and own that 57%—more than half—of the buying process. But that’s just not the reality.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JUNE 4, 2017

We target them based on what we want to achieve rather than making them the hub from which we pivot. It takes campaigns out of the equation and focuses marketing, sales, and service attention on helping our target list of accounts get the job done—from start to finish. We’re in the same boat. It’s that simple.

Account Based Marketing 64

Account Based Marketing ABM Lead Ranking Lead Scoring 64

Marketing Interactions

AUGUST 1, 2021

Demand marketing is said to be focused on short-term acquisition – those 5% – 10% of buyers currently in-market. If you’re doing demand generation from a buyer-first perspective, I’d wager that it also serves as brand marketing. This confuses me. Why are the two concepts viewed as silos to be addressed separately?

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

FEBRUARY 17, 2020

Even if we look just at demand generation, marketers say content is much more effective in the early stages than it is at the mid and late stages of the buying process. Yet they’re using it for every phase of the customer lifecycle.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

DECEMBER 26, 2016

Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process.

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

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