Remove differences work

Marketing Interactions

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Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Only 40% of content read by buyers is considered relevant (IDG). So, if your content is sitting unused or isn’t relevant, how many deals are you not even aware you’re missing? In my work building personas, I find that often to be a low-ball count. No decision is often code for no consensus.

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The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

A good customer experience must be relevant. 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.”. Context: The Cornerstone of Relevance.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). And their preferences are different than those who came before them. Indicating the difference between interest and intent. Inside vs. Outside.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

The psychology is different. Who you’re talking to may be different. Remember that knowledge is different from understanding. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. If not, have you built those personas?

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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

Hyper-relevant. But here’s my real problem with hyper – marketers haven’t mastered relevance, personalization, targeting, or experiences in their original forms. Is this an example of hyper-relevance? All personalization that works effectively is reliant on context. It All Comes Back to Relevance. Hyper-targeted.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

Do you see the difference? One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. If it’s used correctly.