Marketing Interactions
SEPTEMBER 14, 2021
Attention is fleeting if information isn’t relevant. B2B buyers want the information they seek with a minimal expenditure of effort. Eliminating leaps of faith will result in your content producing a flow that compels engagement instead of the confusion that sends B2B buyers back to Google to search for a better answer.
Marketing Interactions
APRIL 14, 2019
An easy example is to look at the information you’re sharing in terms of depth. Have you ever landed on a vendor website and not known where to look for the information you were after? Google has trained buyers to hit the back button when the search result clicked on doesn’t yield the right content.
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Marketing Interactions
JULY 25, 2021
Just ask Google. It’s the umbrella concept behind personalization, the reason for targeting, and informed by context. Begging for unearned attention. Next thing you know, we’ll have hyper-experiences; and that just feels exhausting to think about. Oh, wait – those already exist, too. Well, at least in theory.
Marketing Interactions
JANUARY 3, 2022
Buyers and customers no longer are reliant on you for information. Google is only a browser tab away. However, what this means is that you need to understand all the questions that need answers—and who’s asking—so that the information they want, and need is available when they want it.
Marketing Interactions
MAY 23, 2018
If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation. Oh, I have logins to the systems, Google Docs, Slack, and Chatter. What I can’t see is a lot.
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