Marketing Interactions

SEPTEMBER 20, 2018

In this blog, I’ll cover best practices for B2B marketers to make the shift from funnels to lifecycles to increase ROI and help your customers stick with you for the long run. Develop a Clear Customer Engagement Strategy. How can you help them get more value? Opportunities for churn arise throughout the customer experience.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. This is because our marketing-to-sales models and processes are not built to help buyers buy. This is how Sharon Drew Morgen explains it.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

OCTOBER 8, 2020

Information to help buyers understand their problem and why to solve it. What gives a solid content marketing strategy the props to be thought of as more of a product development workflow than a one-off campaign is that it doesn’t end. Content is all about product features; none that helps sellers show value.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

APRIL 14, 2019

Given that Forrester finds that 62% of buyers say they can develop selection criteria or finalize a vendor list based solely on digital content, marketers must use technology to effectively grow engagement with buyers. Yet you click around for a bit hoping to stumble across something helpful… You’re nicer than most buyers.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. And, for those of you going there, helping buyers set a future vision isn’t always thought leadership.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

DECEMBER 29, 2016

It boggles the mind that we’d keep doing more of something that we aren’t sure is working. Problem 2: Creating more content that’s not any more effective than what you already have is not going to help marketers reach their goals. These links will help you create transitions. I’d wager that you have enough content.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

DECEMBER 26, 2016

And they get that they need to be providing visionary insights that instigate and propel B2B conversation, but that content is developed the least. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap. And through client engagements, I also know it works.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

SEPTEMBER 30, 2018

It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. The challenge is in how marketers can develop the skills and shifts to mindset that will improve their level of relevance. Being relevant is a new habit that must be developed and committed to.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

SEPTEMBER 21, 2021

The below graphic from the study shows preferences that are applicable for any content development project. Offer insights that help me to better perform my day-to-day job” (58%) also seems to fall a bit short. I’d contend that all the content your marketing team produces needs to be human, be helpful, and be insightful.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

JUNE 4, 2017

Our customers have shown high engagement with these content assets; what can we create to continue the story or fill in the gaps to help them solve this problem? 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.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JUNE 23, 2017

Successful content marketing requires more than just a commitment to creating content—it requires a developed, planned strategy. 4 Steps to Developing a Buyer Persona. Scheduling interviews (whether internal or external) is the most difficult part of the buyer persona development process. Step 1: Internal Interviews.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

Let’s take a look at a few of the challenges in people, processes, and technology that content operations helps B2B marketers solve. Collaboration is essential to ensure the visibility and coordination on which content gets developed for specific audiences and to meet specific goals. People Challenges. Collaboration.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably. It also enables content creators to step into the persona’s shoes when the time comes to develop content or ideate programs designed to engage her. Objectives.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 23, 2018

Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. This means learning from content that didn’t work as intended and quickly evolving to content that does. This is not necessarily your fault.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. This statement includes the target audience, the “what” we will help them learn, and the result they will get from the information. Email metrics are a great example.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

DECEMBER 26, 2016

What can help us fast-track improvement is the concept of content operations. But when the rules of engagement are understood, and visibility to see what other teams are doing is established, the experiences produced for our audiences will develop a flow and rhythm that rings true. 37% have a documented content marketing strategy.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. I work with a lot of B2B marketing teams that are pressured to do more with less.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118