Marketing Interactions

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

Are they viewing the content designed for the role they play in the buying decision? What stage is the content designed to address or what question does it answer? Intent scores are also weighted by a scoring schema which increments higher for company and product pages and designated campaigns than for other types of content.

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

Or the persona is reading content designed for them but the “see also” content is not. One persona is visiting your website, but your content is written to engage another. They just can’t make the leap as the context doesn’t apply to them.

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Use B2B Buyer Persona Types for Ease and Effectiveness

Marketing Interactions

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? I say no, it’s not. Effort should be in line with payoff. 3 B2B Buyer Persona Types.

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Point of View in B2B Content Changes the Game

Marketing Interactions

Like Pillar content or content designed to drive “lead” gen. Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. Their findings gave me pause. We often think of thought leadership as somewhat of a specialty format of content.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

These dictate design component use, language usage, positioning, voice, style, and other brand components for the purpose of brand consistency. Don’t mistake this for product gibberish, focus on the “why” stuff. B2B Content Marketing Challenge #7: Consistency with messaging (31%). Most companies have brand guidelines.

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Is Your B2B Content Creating a Sum of Knowledge?

Marketing Interactions

It’s a form of buyer enablement content designed to get them from A to Z with your help. Thinking leadership is about helping people to understand and simplify addressing all the concerns that arise along with a problem and the decision to fix it. One precedes the other. Build Customer Loyalty & Advocacy.

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

When you model the mapping of your website and you tag pages in the taxonomy for product and solution, as indicative of intent, do you consider the impact of content that’s designed to help people assess what change entails? A case also exists for how we develop our lead scoring schemas. What context does that content indicate?

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