Marketing Interactions

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

Given that Forrester finds that 62% of buyers say they can develop selection criteria or finalize a vendor list based solely on digital content, marketers must use technology to effectively grow engagement with buyers. Content-driving conversations have a thread of context that makes them easy to follow and continue.

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

A recent report from Forrester, The Future of B2B Content , makes a solid point about the risks of product-focused content that fails to resonate. This type of content is focused mostly on the what (product), rather than the why or how of fixing the problem at hand matching the perspective of your buyers.

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Forrester Business Technographics® Marketing Survey, 2020). However, personalization remains a priority for B2B marketing executives, with 52% planning to increase spending on content marketing and personalization technology to get this right. In fact, 95% of buyers say they are unlikely to respond to them.

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

According to Forrester, only 22% of B2B companies have fully integrated their brand and demand marketing functions. OK, it’s hot and I’m hungry. But you get the idea. After all – the story is the story. If it’s not consistent from brand to demand, you’ve got a problem—and so do your buyers. Various research has drawn a line between the two.

Demand 69
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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. The people who become your buyers must do a lot of research and discovery , learn new concepts, understand options, convince others, justify change, and figure out how to limit disruption and mitigate risk.

B2B 62
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3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

Marketing Interactions

According to Forrester, two-thirds of CMOs are now responsible for customer experience. In an age of digital disruption, compassion is also what brings humanity to experiences that mostly happen from a distance, enabled by the latest technology. As marketers, we are more and more becoming the stewards of the customers’ experience.

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The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.”. A good customer experience must be relevant.