Marketing Interactions

MARCH 7, 2022

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. You may also find that they haven’t done the work internally they need to complete before they can actively commit to buying something. It’s great if these are customers, but it also works if they’re your buyers’ peers.

Ideal Customer Profiles 88

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

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. And that’s what you’re looking for: the nuance that drives the next engagement to keep the conversation going.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

DECEMBER 29, 2016

It boggles the mind that we’d keep doing more of something that we aren’t sure is working. Look at how it could work together as a storyline to motivate engagement and the consideration of whatever change you’re trying to convince buyers to take on. And now their sights are set on scale for B2B content marketing.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

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. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

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

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. And through client engagements, I also know it works. Download your copy of the State of the Conversation Report to see why we need to do the hard work. It’s not easy.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

DECEMBER 21, 2021

Investing in the idea of change is emotional – Will it work? 52 tips on X with no explanation about why or how they work or when to use them. 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. What if it fails?

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

AUGUST 24, 2021

And for buyers who have already done the work they need to do to decide they’re in market. We understand what it does, how it works, why it’s needed, and more. They’ve got work to do. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

MAY 21, 2018

Collaboration is essential to ensure the visibility and coordination on which content gets developed for specific audiences and to meet specific goals. Content operations can put people in touch through the development of processes and workflows. Off-the-cuff content development adds time, costs, and missed opportunities.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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

OCTOBER 8, 2020

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. 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.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JUNE 4, 2017

Marketing, sales, and service teams are pooling insights to develop a well-rounded view of the accounts and their needs. Because both sides are focused on the same goals, working together becomes a natural extension of ABM program strategy and execution. Will the content you’re developing serve your target list of accounts?

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

SEPTEMBER 21, 2021

The below graphic from the study shows preferences that are applicable for any content development project. POV only works if you don’t waver. But, as I reviewed the findings in the report, I noticed many of the findings apply not just to thought leadership content, but to all B2B content. Challenge the status quo.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

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

JUNE 23, 2017

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. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. The key is developing a depth of information and actually putting that knowledge to work.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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. As our ability to collect data grows, so do the different ways we can measure content performance. Email metrics are a great example.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

DECEMBER 26, 2016

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. I’ve worked on projects where the demand gen team didn’t talk to the social team or the corporate communications team or the events team.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. A C-level conversation about marketing must relate to how the work of marketing helps the company to reach its objectives and revenue goals. In relation to sales and marketing, this is a key partnership that needs to be developed and nurtured.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118