Marketing Interactions

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How Content Performance Informs Your Marketing Strategy

Marketing Interactions

Email metrics are a great example. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. It’s hard to inform anything about your content marketing strategy with such low results. Informing Your Content Marketing Strategy to Create Connected Experiences.

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Anyone who’s ever heard me speak on the subject of personas knows I’m passionate about the usefulness of every bit of information included in a B2B buyer persona. Reveal information needed throughout the buying process. Inform the tone, style, and voice for content. Where did you find the most helpful information?

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. There’s no way to know which way to go without asking questions and getting answers that inform your thinking. I admit this seems basic. Really elementary.

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Misconceptions About B2B Buyer Personas

Marketing Interactions

Here’s the kicker for me > Despite the above challenges reported, two-thirds of marketers say they’re using buyer personas to inform their marketing strategies and content development. This information will help you solve your content challenges and help you create a plan for addressing buyers’ needs across their buying process.

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

An easy example is to look at the information you’re sharing in terms of depth. For example, you could say that “doing X will result in increased productivity.” In the example above, I talked about how you need for your content to elicit excitement and curiosity in your buyer for them to want to know more.

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

An often-touted example is Jeff Bezos’ putting an empty chair in the room to represent a customer. Buyers are humans, and how they “feel” at each stage of their experience with your company will go a long way in determining their level of engagement and progression – as much as will the information they receive and assimilate from you.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

Assumptions that, even if close, are too high level to provide the insights that can transform the information you share to engage the audience because they recognize expertise and the words you’ve chosen resonate with them. For example, end users will value different things than business leaders). Remember, they’re busy.