Marketing Interactions
MAY 21, 2018
Yet content marketing effectiveness continues to decline, even while spending goes up. We can no longer approach content marketing as an ad hoc task and produce the results expected by the organization. But ownership also calms the chaos by defining how to say, “no” to ridiculous content requests from across the organization.
Marketing Interactions
NOVEMBER 2, 2021
To be effective, the questions your content answers must address buyer inquiry. Given the context of the entire conversation, this could result in the question they asked being about efficiency or about whether the process could still work as promised with automation, for example. Questions will actually organize themselves.
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Marketing Interactions
OCTOBER 5, 2022
For enterprise (ABM) expansion programs – use existing advocates and power users to inform others within their organization of the value they’re reaping from using your products. Customer retention and expansion are more profitable and efficient. Acquiring new customers can cost 4X more than upselling an existing customer.
Marketing Interactions
JUNE 23, 2017
Sally is the VP of Finance at the organization, in charge of 18 direct reports across multiple divisions that manage the financial health of the organization. Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably.
Marketing Interactions
MAY 23, 2018
Content can’t speak effectively to more than one audience. If you can only apply resources to one persona effectively, then do that, and do it brilliantly. The other issue with one-off content is that it’s extremely hard to repurpose because it doesn’t roll up effectively with other content to create extensions of the story.
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