Marketing Interactions

DECEMBER 26, 2016

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. 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 that’s just not the reality.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

MAY 21, 2018

Here’s one example of the value of content operations: McKinsey found one global company that created a center of excellence for content operations and so was able to establish transparency, new governance, and improved processes across the organization. Process Challenges. People Challenges. Collaboration.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

AUGUST 15, 2022

ETAs are a proprietary model developed by Gartner that assesses the psychographics that drive how and when organizations make technology decisions. For years I’ve been talking about the role of vendors in buying as mentors—guides to help buyers navigate the process. So, let’s take growth as the overall company mandate.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

AUGUST 24, 2021

With peers and networks rising in authority and influence during the buying process, this advocacy can become a big contributor via referrals and validation. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you. These are not simple questions.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

DECEMBER 29, 2016

As such they are only geared for short-term outcomes (read: activity at a moment in time) when most B2B complex buying processes are longer term requiring sustained, progressive engagement. Focusing on the whole process brings the quality metrics, such as customer acquisition and revenues (read: the important stuff). What comes next?

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

APRIL 14, 2019

Buyers say there’s too much content and much of it is too hard for them to understand, delaying their buying process, and often their decisions. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Invite Sales to Step into Existing Conversations.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

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.”. The challenge is in how marketers can develop the skills and shifts to mindset that will improve their level of relevance.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

APRIL 21, 2017

Content marketing operations formalize planning and put guard rails around what content will be developed, for what audience and purpose, as well as where it will be distributed. It also provides a structure for hierarchy because it defines processes, ownership, and governance of content for the organization.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. Examples: Automate processes to speed time to market by removing inefficient workflows.

Buyer Personas 64

Buyer Personas B2B Marketing Marketing & Strategy Marketing Strategy 64

Marketing Interactions

OCTOBER 8, 2020

Links to the next part of the story, process, or thinking about how to solve the problem or, in the case of customers, what to do now that they’ve solved the original problem. 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.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

SEPTEMBER 20, 2018

Develop a Clear Customer Engagement Strategy. This is your opportunity to ensure that you’ve developed customer experiences that result in happy and productive customers. Gaining the outcome promised during the buying process is the minimal viable return your customers will expect and demand.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JUNE 4, 2017

ABM makes your company focus on the entirety of the buying or change management process. As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. Will the content you’re developing serve your target list of accounts? Marketing and Sales Alignment.

Account Based Marketing 64

Account Based Marketing ABM Lead Ranking Lead Scoring 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. Content, on the other hand, usually does not have that same level of attention from across the organization.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

DECEMBER 21, 2021

Attracting, engaging, and converting buyers into customers is a multi-step process. If you’ve developed your personas based on real customers and interviewed well, you will know what emotions you need to evoke over the arc of the buying journey. So, there will be a time when logic comes to the fore more so than emotion.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

MARCH 7, 2022

As more B2B marketers must prove contribution to revenue growth, developing a strategic approach for B2B nurturing to resurrect lost opportunities offers potential to help you meet that goal. There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you. What do you think?

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

MAY 21, 2018

A content marketing strategy is a documented process for using content to achieve a business goal. When you look at the body of content you’ll develop to achieve this goal with this specific audience, it becomes easier to define the content metrics that inform your content marketing strategy.

Webinar Metrics 74

Webinar Metrics Marketing & Strategy Marketing Strategy Dwell 74

Marketing Interactions

DECEMBER 26, 2016

This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 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 B2B 72