| | | Marketing Interactions | |  Differences + Work | 146 articles |
| Page 1 of 2 | Previous | Next | MARKETING INTERACTIONS APRIL 17, 2010 The Difference Between B2B Leads and Personas The biggest disconnect for companies is that a marketer's definition of a lead can often be quite different than how sales defines what they need to accept a lead as qualified for follow-up. Threats: Disruption of work flows can jeopardize project deadlines resulting in deferred revenues and lower employee morale. Motivations: Desire to work for a company on the cutting edge. Can you see the difference? B2B marketers have relied on lead definitions to define their marketing programs for years. Some definitions are more complete than others. Industry. Threats. | MARKETING INTERACTIONS DECEMBER 8, 2011 The Difference Between Benefits and Features One of the things I find in working with B2B marketers is that it's so dang easy to reference features rather than benefits in marketing content. Now it makes sense to speak directly to the features and why the way your features work makes your solution the best choice when all the other options are considered. Some of this is just because we know so much about our product and solution features. But, it's also because those dang features have a sneaky way of masquerading as benefits. Feature or benefit? Streamline workflow with role-based assignments. Not yours. | | | | | |
| MARKETING INTERACTIONS OCTOBER 10, 2011 Content Marketing Needs More Than Content I'm working with a lot of companies who are really trying to evolve the practice of content marketing, but I'm also talking to a lot of companies who just want content and quick-fire campaigns. This process can also help you refine your cadence and assess what's working and what's not. Lead management process - what defines a lead in different stages? A lot of companies have embraced the idea of content for use in marketing. This being said, there's much more to the practice of content marketing than just cranking out content. DemandGen Report. | MARKETING INTERACTIONS MARCH 26, 2011 26 Ways to Screw Up Your Content I work with a lot of writers. Some work for my clients, some are freelancers I hire to help me complete project work and some are colleagues and peers who want a quick editorial take on something they've written. Acronyms that have different meanings depending on industry orientation that are never explained. Different versions of words will pass muster, but may not be the correct usage (there vs. their, for example). wrote a blog post about how B2B marketers need to tune and hone their writing skills. In fact, sometimes it's missing altogether. | MARKETING INTERACTIONS MAY 4, 2013  Use Content Strategy to Break Into a New Market During these calls it dawned on me that whether you're breaking into a new market or establishing a content marketing strategy, a lot of the work is the same. Call this personas, profiles or market research — whatever works for you. How will you prove your answer to their problem works? Content Marketing is definitely a key strategy. Here are the things that come to mind. | MARKETING INTERACTIONS OCTOBER 14, 2012  The Role of Content in the B2B IT Buying Process In many of my client projects we've identified 3 - 5 different stakeholders (personas) that must be educated and persuaded across the buying process. It's also 3 different focused "stories." " So there's work to be done. But then I wondered how many of those assets were sourced from the vendor they decided to buy from? Eight? " 2. | | | | | | | |
| -
MARKETING INTERACTIONS | WEDNESDAY, JANUARY 16, 2013  The Power of Positioning in B2B Content Strategy
Quite a different proposition, but one that can truly serve to help prospects become predisposed in your favor. " If you go look at your About paragraph, how many words are self-serving, self-focused blather that make you feel good about working there but don't do a thing to make you memorable to potential customers? Even though these two content assets will have completely different orientations, by using the "unique value" as an underlay in their development, they will both align nicely with your positioning backbone and solidify your brand. MORE >> -
MARKETING INTERACTIONS | THURSDAY, JUNE 14, 2012 Put Cost Effectiveness in Content Marketing
If you're just starting out on a content marketing strategy, there is a lot of work to be done. Consider your goals and then look at the different avenues you could choose to accomplish them. Finally, I could talk about cost effectiveness from many different ways, including shortening time to sales, improving the quality of leads that impacts sales acceptance, customer retention and loyalty, lower cost of customer, and others. Obviously, I've got a counter for that. And those returns can be tied pretty darn closely to revenues. But it will. " Seriously! MORE >> -
MARKETING INTERACTIONS | THURSDAY, JANUARY 31, 2013  The Cost of Misaligned B2B Marketing
In my work with clients, the group I work with is often labeled demand generation and is usually responsible for an industry vertical or for driving demand for a specific product division. I've worked with companies where each marketing organization has a different perspective on who their customers are and what they care about. When alignment is discussed in marketing, the usual application is to sales and marketing alignment. This has been an ongoing conversation for nearly as long as I can remember. marketing misalignment. customer misalignment. Telemarketing. MORE >> -
MARKETING INTERACTIONS | THURSDAY, MARCH 29, 2012 Content Marketing: Theory vs. Practice
I'm a B2B content strategist - and dang proud of the work I do. But reality is what we have to work with and a phased approach can be a beautiful thing. For example: What are the different ways I can do X? If possible, identify several different ways to answer each question. Evolve and add layers as you learn what works and what doesn't. Sometimes I think content marketing can be made so convoluted and complex that it's nearly impossible to execute. I've seen spreadsheets and diagrams and lists of things you must do that make my head hurt. MORE >> -
MARKETING INTERACTIONS | SUNDAY, MAY 6, 2012 Content Strategy Must Reach Beyond Marketing
work with marketers everyday that are engaging salespeople in content strategy design and development because they realize salespeople are critical to the process. The context is different and the situation is different. The questions and obstacles are different.The interactions are different and so are the expectations from buyers on the receiving end. By working with Sales, marketers can create content that salespeople will actually use to develop and engage late-stage opportunities. Yes, they are different than buyer personas. video. articles. MORE >>
- 3 Critical Tips for B2B Buyer Personas MARKETING INTERACTIONS | MONDAY, JULY 2, 2012
- The Biggest Question When Using B2B Social Media MARKETING INTERACTIONS | SUNDAY, FEBRUARY 27, 2011
- Cracking the Code on LinkedIn is For Marketers Too MARKETING INTERACTIONS | WEDNESDAY, MARCH 27, 2013
- Why Marketers Must Care After the Handoff MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 26, 2012
- Hello Mr. Customer; It's Me.Your Vendor MARKETING INTERACTIONS | SATURDAY, APRIL 9, 2011
- Debunking B2B Marketing Buzzword: Engagement MARKETING INTERACTIONS | SUNDAY, JULY 29, 2012
- Change and the Content Marketing Continuum MARKETING INTERACTIONS | MONDAY, MARCH 4, 2013
- What Purpose Do Your Buyer Personas Serve? MARKETING INTERACTIONS | MONDAY, FEBRUARY 27, 2012
- Buyer Persona Backlash: Right Person, Wrong Company MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 28, 2012
- Changing the Conversation MARKETING INTERACTIONS | THURSDAY, APRIL 5, 2012
- B2B Marketers Need Every-Click Attribution MARKETING INTERACTIONS | THURSDAY, MARCH 22, 2012
- Format is Not a B2B Persona Question MARKETING INTERACTIONS | THURSDAY, MAY 31, 2012
- From B2B Marketing Silo to Buyer Experience MARKETING INTERACTIONS | MONDAY, SEPTEMBER 26, 2011
- Content Marketing Requires More Than Content MARKETING INTERACTIONS | THURSDAY, JANUARY 3, 2013
- Lessons Learned from Using Marketing Automation MARKETING INTERACTIONS | THURSDAY, AUGUST 6, 2009
- Content Marketing Should Never Be Advertising MARKETING INTERACTIONS | MONDAY, FEBRUARY 25, 2013
- Considerations for B2B Email Frequency MARKETING INTERACTIONS | FRIDAY, MARCH 18, 2011
- Inbound Needs Outbound MARKETING INTERACTIONS | SUNDAY, JUNE 19, 2011
- The Secret to a Longer Life for Marketing Content MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 2, 2011
- Buyers Set the Pace for B2B eMarketing MARKETING INTERACTIONS | TUESDAY, NOVEMBER 16, 2010
- 5 Things to Consider BEFORE Using Social Media MARKETING INTERACTIONS | MONDAY, SEPTEMBER 6, 2010
- Treat Your Content with More Respect MARKETING INTERACTIONS | THURSDAY, JULY 21, 2011
- The Myth of the Magic Bullet for Content Marketing MARKETING INTERACTIONS | SATURDAY, DECEMBER 31, 2011
- 4 Areas of Challenge in B2B Marketing MARKETING INTERACTIONS | SUNDAY, APRIL 24, 2011
- The "Why" for Lead Nurturing MARKETING INTERACTIONS | MONDAY, MAY 30, 2011
- Frequency: All the time vs. at the right time MARKETING INTERACTIONS | SUNDAY, NOVEMBER 13, 2011
- The Difference Between Features and Value MARKETING INTERACTIONS | FRIDAY, APRIL 2, 2010
- Stop the PR Madness MARKETING INTERACTIONS | THURSDAY, FEBRUARY 10, 2011
- Where Sales Can Lead Marketing Off Course MARKETING INTERACTIONS | SUNDAY, JANUARY 2, 2011
- Who comes first in your marketing content? MARKETING INTERACTIONS | SUNDAY, JANUARY 23, 2011
- Content Marketing Strategies Conference Wrap Up MARKETING INTERACTIONS | SUNDAY, FEBRUARY 20, 2011
- The Painful Reality of Social Spam MARKETING INTERACTIONS | FRIDAY, SEPTEMBER 28, 2012
- Embrace Articles for B2B Content Marketing MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 12, 2010
- Redefining Gratification for B2B Marketers MARKETING INTERACTIONS | FRIDAY, NOVEMBER 25, 2011
- A B2B Marketing-Sales Funnel Disconnect MARKETING INTERACTIONS | FRIDAY, OCTOBER 14, 2011
- B2B Marketers Need Big-Picture Thinking MARKETING INTERACTIONS | TUESDAY, MAY 18, 2010
- Genius.com Removes the Handcuffs with Free, Instant-On Demand Generation MARKETING INTERACTIONS | MONDAY, AUGUST 16, 2010
- Does Sales Care About Alignment with Marketing? MARKETING INTERACTIONS | TUESDAY, NOVEMBER 9, 2010
- The Impact of Social on B2B Brand Personality MARKETING INTERACTIONS | SATURDAY, MAY 15, 2010
- Content Marketers' Great Expectations MARKETING INTERACTIONS | WEDNESDAY, AUGUST 17, 2011
- Deliver a Psychic Pizza with B2B Marketing MARKETING INTERACTIONS | SUNDAY, OCTOBER 23, 2011
- The Customer-Focused Content Difference MARKETING INTERACTIONS | THURSDAY, JULY 29, 2010
- B2B Content Marketing in the Age of TMI MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 6, 2010
- These B2B Leads Suck! Really? MARKETING INTERACTIONS | TUESDAY, JANUARY 11, 2011
- No Differentiation in Corporate Messaging MARKETING INTERACTIONS | THURSDAY, JANUARY 7, 2010
- Is Internal Marketing in Your B2B Go-to-Market Strategy? MARKETING INTERACTIONS | SUNDAY, NOVEMBER 14, 2010
- The Left Brain Model for B2B Demand Gen MARKETING INTERACTIONS | MONDAY, NOVEMBER 29, 2010
- Customer Content vs. Marketing Content MARKETING INTERACTIONS | SUNDAY, AUGUST 23, 2009
- Is Sales Stepping on Your Marketing Dialogue? MARKETING INTERACTIONS | THURSDAY, JULY 22, 2010
- Define Progressive Triggers for Content Marketing Programs MARKETING INTERACTIONS | THURSDAY, JULY 8, 2010
- Go Beyond the Marketing Motions MARKETING INTERACTIONS | TUESDAY, APRIL 5, 2011
- How do you define a High Quality Lead? MARKETING INTERACTIONS | FRIDAY, OCTOBER 1, 2010
- Is What You Don’t Know Tanking Your B2B Content Marketing Efforts? MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 22, 2010
- Match Content to Buyer Value Perceptions MARKETING INTERACTIONS | WEDNESDAY, JUNE 1, 2011
- Can Sales Finish Marketing's Sentence? MARKETING INTERACTIONS | FRIDAY, JUNE 25, 2010
- Ditch the Weight & Drag Holding Your Business Back MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 14, 2010
- Virtual Events plus Twitter ROCK! MARKETING INTERACTIONS | THURSDAY, APRIL 2, 2009
- Are You Marketing Static Value? MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 20, 2010
- Is Your Content Marketing the Conversation? MARKETING INTERACTIONS | THURSDAY, NOVEMBER 5, 2009
- Spin Your Marketing Dialogue Wisely MARKETING INTERACTIONS | FRIDAY, AUGUST 6, 2010
- eMarketing is Not a Formula MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 11, 2009
- The Fallacy of No Competition MARKETING INTERACTIONS | SUNDAY, JULY 25, 2010
- Got Leads? Now what? MARKETING INTERACTIONS | SUNDAY, AUGUST 16, 2009
- Content Marketing for Product Customization MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 27, 2009
- Responding to B2B Prospect Behavior MARKETING INTERACTIONS | THURSDAY, AUGUST 20, 2009
- B2B Prospects in Funnels more than Pipelines MARKETING INTERACTIONS | SUNDAY, JULY 5, 2009
- Audit Your B2B Website for Engagement MARKETING INTERACTIONS | FRIDAY, NOVEMBER 13, 2009
- Does Curated Content Drive Vendor Preference? MARKETING INTERACTIONS | FRIDAY, MARCH 19, 2010
- Issues with Corp-sourcing Marketing Content MARKETING INTERACTIONS | SATURDAY, FEBRUARY 13, 2010
- Get Back to Work Faster MARKETING INTERACTIONS | THURSDAY, JUNE 11, 2009
- Manticore Technology VII is All About Marketers MARKETING INTERACTIONS | TUESDAY, NOVEMBER 17, 2009
- The Truth About Trust in Business MARKETING INTERACTIONS | MONDAY, SEPTEMBER 7, 2009
- Why B2B Salespeople Say they Win Software Sales MARKETING INTERACTIONS | WEDNESDAY, MAY 20, 2009
- Does your marketing content promote unsupervised thinking? MARKETING INTERACTIONS | WEDNESDAY, FEBRUARY 18, 2009
- Sales Executive Enablement Summit - Jeff Summers MARKETING INTERACTIONS | FRIDAY, OCTOBER 9, 2009
- Marketing is NOT One-Size-Fits-All - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, JUNE 14, 2006
- Scenarios for Customer Interactions Via Portal - Marketing Interactions MARKETING INTERACTIONS | THURSDAY, JUNE 22, 2006
- How effectively does your website play with users? - Marketing Interactions MARKETING INTERACTIONS | MONDAY, JUNE 26, 2006
- Transparent CRM Streamlines Processes - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, JUNE 28, 2006
- Conversations About CRM - Marketing Interactions MARKETING INTERACTIONS | SUNDAY, JULY 16, 2006
- Customer Experience Perception - Marketing Interactions MARKETING INTERACTIONS | SUNDAY, AUGUST 13, 2006
- Wise Interactions - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, AUGUST 16, 2006
- Collaboration and Portals - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, AUGUST 30, 2006
- Quit using Email to train your leads to ignore you - Marketing Interactions MARKETING INTERACTIONS | MONDAY, APRIL 23, 2007
- How many lives does your content have? - Marketing Interactions MARKETING INTERACTIONS | MONDAY, MAY 7, 2007
- Do Your Leads Want to Know You? - Marketing Interactions MARKETING INTERACTIONS | MONDAY, JUNE 18, 2007
- The Bones of a Marketing Story Campaign - Marketing Interactions MARKETING INTERACTIONS | MONDAY, JUNE 25, 2007
- Demographics, Metaphors and Labels - Marketing Interactions MARKETING INTERACTIONS | MONDAY, JULY 30, 2007
- Engagement - Just another metric? - Marketing Interactions MARKETING INTERACTIONS | MONDAY, AUGUST 13, 2007
| |
Crimson Marketing