Marketing Interactions

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

Marketers produce or oversee/govern much of the content used across the customer continuum, including for brand awareness, demand generation, ABM, sales outreach and follow-up, customer engagement, social media, events, advocacy programs, and more. Predictable revenue through closed-won deals (Sales).

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A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

Marketing Interactions

And – 94% of respondents gave the most credence to peer reviews and user-generated content. And – 68% of respondents gave more credence to peer reviews and user-generated content, but 87% of buyers give more credence to industry influencer content. Add more insight from industry thought leaders/analysts. Provide more benchmarking data.

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The State of the B2B Conversation: Disconnected

Marketing Interactions

Only 24% say they’ve shifted the way they’re driving conversations in their demand generation and sales enablement content strategies in response. With such a high level of agreement, you’d think that B2B marketers would be moving swiftly to impact and own that 57%—more than half—of the buying process. But that’s just not the reality.

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Is Your B2B Content Too BIG?

Marketing Interactions

We must generate MQLs faster than that! When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when the end of each month or quarter comes? The campaign mentality.

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

I’m also talking about generational growth, pandemics, and changing customer preferences. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply chain issues, or new technology evolution. All of these are causes for re-evaluation.

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Is Your B2B Content Creating a Sum of Knowledge?

Marketing Interactions

Which of our SMEs can help us generate new ideas we can use to approach target markets? When you set out to build a sum of knowledge, it’s important to ask: What does our audience value and want that they aren’t finding elsewhere? Where’s the white space or a confused space we can clarify and reorient?

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

If you’re doing demand generation from a buyer-first perspective, I’d wager that it also serves as brand marketing. Demand marketing is said to be focused on short-term acquisition – those 5% – 10% of buyers currently in-market. This confuses me. Why are the two concepts viewed as silos to be addressed separately? Brand – interest.

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