Marketing Interactions

MAY 23, 2018

Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. Content, on the other hand, usually does not have that same level of attention from across the organization. Change is risk.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

FEBRUARY 8, 2022

This is true if you’re only interested in learning about your customers so that you can extract more revenue from them, instead of focusing on serving and helping them. We’ve all heard about the symbolic “customer in the room” activities that some organizations undertake to claim customer-centric orientation.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. And, for those of you going there, helping buyers set a future vision isn’t always thought leadership.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. You need to help them orchestrate their progress in solving the problem by making sure there are no potholes along their route. They expect commitment. The entire route.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

NOVEMBER 29, 2021

Even though we know better, we seem unable to give B2B buyers what they want > unfettered access to information that helps them consider and manage change in the solving of their critical problems. It will help to identify when and why to gate B2B content and when to set it free. Options for Helping Buyers Show Intent to Buy.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap. It’s not easy.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JULY 25, 2021

He goes on to say, “The content presented is certainly unique to that individual – perhaps even addressing them by their name, title, and organization. Messaging that helps them stretch and see things from a new perspective can serve as the trigger that helps them internalize an idea, thereby personalizing it—all on their own.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

JANUARY 19, 2020

Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? They are convinced that the higher they can get in the organization, the more sales they will be able to influence. The answers to these questions will help you form an initial list of buyer personas for consideration.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JUNE 23, 2017

Sally is the VP of Finance at the organization, in charge of 18 direct reports across multiple divisions that manage the financial health of the organization. Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

DECEMBER 26, 2016

28% of B2B marketers describe their organization’s content marketing maturity as sophisticated/mature. What can help us fast-track improvement is the concept of content operations. The growth in content for most B2B organizations has resulted in a messy, chaotic, and often uninformed, haphazard production and publishing efforts.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

APRIL 11, 2019

Content operations requires we work strategically to coordinate people, processes, and technology across the organization. What we need is help to speed us along the journey from content marketing to content operations so we don’t miss a step. It’s easier with a bit of help. Content has become foundational for experiences.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

AUGUST 15, 2021

The analyst firm had expected that between 60% and 85% of organizations would have this common definition. Have they accessed pre-sales content that answers their change management questions and helps them decide to fix the problem? It’s also helpful to know if it’s one person or more than one, indicating account interest.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

MAY 21, 2018

We can no longer approach content marketing as an ad hoc task and produce the results expected by the organization. Content operations addresses the new frontier that B2B marketers must conquer to improve content marketing effectiveness across the organization. Financial Services companies fared a bit worse at 33.3% People Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. Fame helps build buyer confidence. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. This is often where ABM/ABX comes in.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. We’re asking them to think differently than they are today by adopting the approach or product we’re certain can help them reach their goals. Embracing these three pivots will help to make this happen.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JUNE 4, 2017

Our customers have shown high engagement with these content assets; what can we create to continue the story or fill in the gaps to help them solve this problem? While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

APRIL 21, 2017

It also provides a structure for hierarchy because it defines processes, ownership, and governance of content for the organization. Organizations spend billions of dollars creating content. When content is planned and developed based on creating a collective that helps your audience complete a job to be done, it’s hirable.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

SEPTEMBER 30, 2018

The purpose of the RMM is to help digital marketers develop a culture of customer obsession that results in the level of relevance necessary to earn and sustain a competitive advantage in the markets your company serves. The post The Relevance Maturity Matrix Helps B2B Marketers Close the Gap appeared first on Marketing Interactions.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 23, 2017

Internal interviews are valuable as a baseline for how your organization perceives and understands your buyers and customers. Where did you find the most helpful information? Structure helps you to assign the information you’ve collected in a useful way. 4 Steps to Developing a Buyer Persona. Step 1: Internal Interviews.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JULY 5, 2021

The goal is ongoing escalation of engagement that advances your audience’s thinking about solving the problem your product or solution helps them with. B2B marketers have a huge opportunity to step up and use content experiences as the glue that keeps the organization inside the guardrails of relevance. From beginning to end.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. But blindly doing so doesn’t support the long-term strategy of your marketing organization.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118