Remove differences work

Marketing Interactions

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. Customers’ challenges and objectives are different than those they had as buyers. The biggest difference between buyers and customers: Buyers still struggle with the original problem they’re looking to solve.

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Why Is B2B Marketing So Hyper?

Marketing Interactions

Just ask Google. All personalization that works effectively is reliant on context. Is any of it really different than the traditional meaning of the concept in question? Begging for unearned attention. Next thing you know, we’ll have hyper-experiences; and that just feels exhausting to think about. Well, at least in theory.

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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

Oh, I have logins to the systems, Google Docs, Slack, and Chatter. I’m concerned that content operations doesn’t have a handle on the disconnected customer experiences and irrelevance that are caused by different campaigns that overlap but perhaps don’t relate or aren’t consistent across the brand. What I can’t see is a lot.