Remove vendor

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. Have you ever landed on a vendor website and not known where to look for the information you were after?

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Forrester Business Technographics® Marketing Survey, 2020). Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs. According to the B2B Buying Disconnect Report from Trust Radius , B2B tech buyers hate non-personalized communications.

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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. So it goes for selecting vendors and partners. Completing all those “jobs to be done” requires a wealth of information. That’s an increase of 47%. Reasons to Set B2B Content Free. Benefits of Ungated Content.

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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.”. Consumers and business buyers have similar opinions about vendor content – that it’s less trustworthy, biased, and not a significant influencer across the buying process.