| | | Marketing Interactions | |  Help + Prospect | 371 articles |
| Page 1 of 4 | Previous | Next | MARKETING INTERACTIONS JULY 1, 2010 Using Editorial Calendars in B2B Content Marketing Description of Content Asset: Title, Topic, Question answered for prospect. Purpose: Call to Action - What do you want the prospect to do? Prospect interaction must be considered from an overall view, not just email sends. For example, if your prospect likes the content you linked to in the email send, what else is available for them to view on your website? This post is due to a Twitter exchange that ended a bit badly because I misunderstood the person's intentions. The questions were coming so fast - before I could answer one, another several would appear. | MARKETING INTERACTIONS MAY 4, 2013  Use Content Strategy to Break Into a New Market What do they care about that your solution helps them get? Given this core message you've finally arrived at and what you know about your market and value, what questions will your prospects have? You say "because X can help you gain bigger share of customer wallet." How does X help me do that?" " Sure, prospects aren't linear all the time. | | | | | |
| MARKETING INTERACTIONS OCTOBER 14, 2012  The Role of Content in the B2B IT Buying Process Here's why: The company that sets the stage for thinking about the problem and pondering the options for solving it can become the anchor for how their prospects think about doing so. This is great to know, but if you wait until you see a prospect access 5 pieces of content from your website, have you waited too long? Eight? Don't just stop at the number 10. " 2. | MARKETING INTERACTIONS JANUARY 16, 2013  The Power of Positioning in B2B Content Strategy Quite a different proposition, but one that can truly serve to help prospects become predisposed in your favor. Unfortunately, most companies mimick the leaders in their space, thinking that will help them "measure up" in their prospect's eyes. After all, different prospects relate to different perspectives and styles. " type of posturing. | MARKETING INTERACTIONS JUNE 14, 2012 Put Cost Effectiveness in Content Marketing Well written content focused on helping prospects solve a problem your product addresses has long-term value. If your lead nurturing programs use "evergreen" content then you can feed new prospects in at touch one and keep this nurturing program running for longer periods of time with periodic refreshes and updates. It stands to follow that if you're creating content based on objectives, priorities and problems that your prospects care about, this content will lead to conversations around those topics. Obviously, I've got a counter for that. | MARKETING INTERACTIONS JUNE 7, 2012 The Ripple Effect of Shiny-Object Syndrome You've abdicated the privilege to educate and engage your prospects to your competitors. That's one thing that marketing automation technology and analytics can help you with. It's also something that salespeople can help you with. Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced. The number one reason I believe this to be happening is due to the continuum nature of content marketing. WTF happened?" | | | | | | | |
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MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 5, 2011 5 Things a B2B Website Must Accomplish
Here's the key takeaway - Does your prospect have those questions? But what it will do is help you to find the gaps that you've missed. Help them figure out what content to engage with next, given what web page they're on. What would you add to this list to help marketers start seeing their B2B websites perform up to their potential It really doesn't have to be that difficult. After all, a B2B website must serve as a centralized hub for all of your online content marketing efforts. Orient Visitors Immediately. You've got 3 seconds. Always. MORE >> -
MARKETING INTERACTIONS | THURSDAY, APRIL 26, 2012  Designing Calls to Action for B2B Marketing Content
But, this is not helpful during much of the marketing process. Marketers need to reframe the way they think about the CTA, flipping it from what they ultimately want (qualified leads that will buy from their sales team) to what will be helpful to their prospective buyers. Some of the benefits available from putting thought into designing calls to action: Extend engagement by providing additional information about a topic the prospect showed interest in. Cement your ideas with prospects so they get used in conversations when your company is not "in the room." MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, APRIL 27, 2011 The Job of a Lead Nurturing Email
We're missing a big opportunity to give our prospects more choices. This said, inundating prospects with more links and choices rather than improving the personalization, value and contagiousness of your email message is not the right answer. The only job of your lead nurturing email is to get the prospect to take an action that shows you their interest in the subject matter of your content offer. The same is true for your prospects. don't download graphics if I can help it. That's where you want prospects to spend their time, right? Do you? MORE >> -
MARKETING INTERACTIONS | MONDAY, SEPTEMBER 20, 2010 When Thought Leadership Isn't
This is an admirable goal, as prospects are looking for experts, not just products or solutions. Help them out and give them next steps. Takeaways and Calls to Action - Quite often, the failure to develop thought leadership content for a tightly focused audience means it's too general to provide ideas your prospects can "take away" for discussion, consideration or application. It's created with the consistent application of ideas and concepts that helps to define a strategic direction your prospects should pursue to get what they want over the long haul. MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, MARCH 27, 2013  Cracking the Code on LinkedIn is For Marketers Too
And I’d also like to add a few insights of my own that may help marketers find more value in LinkedIn. While I see a lot of marketers on LinkedIn participating in marketing-focused groups and learning to improve their skills or asking and answering marketing-related questions, I don’t see a lot of them involved in effective engagement with prospects. Things to consider: How many groups do you belong to and participate in where your prospects hang out? Starting a group related to what your prospects care about. Establishing a Professional Presence. MORE >>
- Can B2B Marketers Become Content Whisperers? MARKETING INTERACTIONS | SUNDAY, MAY 13, 2012
- Content Strategy Must Reach Beyond Marketing MARKETING INTERACTIONS | SUNDAY, MAY 6, 2012
- Create Content with Context MARKETING INTERACTIONS | SUNDAY, JUNE 5, 2011
- Hello Mr. Customer; It's Me.Your Vendor MARKETING INTERACTIONS | SATURDAY, APRIL 9, 2011
- 3 Critical Tips for B2B Buyer Personas MARKETING INTERACTIONS | MONDAY, JULY 2, 2012
- 6 Tips for B2B Vendors Becoming Publishers MARKETING INTERACTIONS | SUNDAY, JANUARY 22, 2012
- The Biggest Question When Using B2B Social Media MARKETING INTERACTIONS | SUNDAY, FEBRUARY 27, 2011
- A Few Thoughts on B2B Marketing Buzzword: Relationship MARKETING INTERACTIONS | SATURDAY, SEPTEMBER 1, 2012
- What Tech Buyers Want From Content MARKETING INTERACTIONS | MONDAY, MAY 28, 2012
- What Purpose Do Your Buyer Personas Serve? MARKETING INTERACTIONS | MONDAY, FEBRUARY 27, 2012
- Convince Execs to Convert to Content Marketing MARKETING INTERACTIONS | MONDAY, FEBRUARY 20, 2012
- The Difference Between B2B Leads and Personas MARKETING INTERACTIONS | SATURDAY, APRIL 17, 2010
- B2B Content Strategy Should Never Be a Wallflower MARKETING INTERACTIONS | WEDNESDAY, MAY 2, 2012
- Buyer Persona Backlash: Right Person, Wrong Company MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 28, 2012
- The Difference Between Benefits and Features MARKETING INTERACTIONS | THURSDAY, DECEMBER 8, 2011
- Does Your B2B Marketing Content Address Cause? MARKETING INTERACTIONS | TUESDAY, FEBRUARY 14, 2012
- Show Quantity the Door MARKETING INTERACTIONS | MONDAY, SEPTEMBER 5, 2011
- Are B2B Salespeople Thought Leaders? MARKETING INTERACTIONS | TUESDAY, OCTOBER 18, 2011
- Why Marketing Content Needs a Point of View MARKETING INTERACTIONS | SUNDAY, FEBRUARY 12, 2012
- Are B2B Marketers Missing the Point? MARKETING INTERACTIONS | TUESDAY, AUGUST 31, 2010
- Why Should I Care? MARKETING INTERACTIONS | SUNDAY, AUGUST 28, 2011
- Prime Your B2B Marketing Mind MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 27, 2011
- Format is Not a B2B Persona Question MARKETING INTERACTIONS | THURSDAY, MAY 31, 2012
- Why B2B Marketers Must Address Status Quo MARKETING INTERACTIONS | TUESDAY, JANUARY 31, 2012
- When B2B Buyer's Needs Don't Create Demand MARKETING INTERACTIONS | THURSDAY, OCTOBER 14, 2010
- From B2B Marketing Silo to Buyer Experience MARKETING INTERACTIONS | MONDAY, SEPTEMBER 26, 2011
- DemandCon Video: Storytelling Turns Prospects Into Buyers MARKETING INTERACTIONS | FRIDAY, JUNE 3, 2011
- Measure the Value Prospects Assign to Your Marketing Content MARKETING INTERACTIONS | WEDNESDAY, JANUARY 12, 2011
- The Why of Prospect Problems MARKETING INTERACTIONS | SUNDAY, JANUARY 10, 2010
- Content Marketing for Customers Instead of Prospects MARKETING INTERACTIONS | THURSDAY, DECEMBER 30, 2010
- What Questions Will You Answer for Prospects in 2012? MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 28, 2011
- Marketing Metrics: The Hard and The Soft MARKETING INTERACTIONS | TUESDAY, MARCH 10, 2009
- Content Marketing Requires More Than Content MARKETING INTERACTIONS | THURSDAY, JANUARY 3, 2013
- Lessons Learned from Using Marketing Automation MARKETING INTERACTIONS | THURSDAY, AUGUST 6, 2009
- Making Assumptions About The Buyer's Journey MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 9, 2012
- B2B Marketing: Evolving or Stuck in the Mud? MARKETING INTERACTIONS | THURSDAY, MARCH 8, 2012
- Content Marketing Should Never Be Advertising MARKETING INTERACTIONS | MONDAY, FEBRUARY 25, 2013
- Is Social Selling in Need of Sales Enablement? MARKETING INTERACTIONS | TUESDAY, APRIL 2, 2013
- Inbound Needs Outbound MARKETING INTERACTIONS | SUNDAY, JUNE 19, 2011
- The Power of Monotony in Content Marketing MARKETING INTERACTIONS | TUESDAY, JANUARY 18, 2011
- Considerations for B2B Email Frequency MARKETING INTERACTIONS | FRIDAY, MARCH 18, 2011
- 23 Reasons Why Content Marketing Fails MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 22, 2009
- 5 Things to Consider BEFORE Using Social Media MARKETING INTERACTIONS | MONDAY, SEPTEMBER 6, 2010
- Revelations from Content Audits MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 31, 2012
- The Art of The Ask in Content Marketing MARKETING INTERACTIONS | SUNDAY, JANUARY 15, 2012
- Lead Generation is NOT IT MARKETING INTERACTIONS | TUESDAY, MARCH 8, 2011
- Robotic Email Campaigns Miss the Point MARKETING INTERACTIONS | WEDNESDAY, MAY 16, 2012
- Marketing Content on a Mission MARKETING INTERACTIONS | THURSDAY, JULY 7, 2011
- What's Your Website Content Really Saying? MARKETING INTERACTIONS | WEDNESDAY, AUGUST 24, 2011
- Marketing Cloud Computing to Non-Believer CIOs MARKETING INTERACTIONS | THURSDAY, FEBRUARY 2, 2012
- Writing is a Critical B2B Marketing Skill MARKETING INTERACTIONS | SUNDAY, DECEMBER 5, 2010
- What Happens When Inbound Marketing Works? MARKETING INTERACTIONS | WEDNESDAY, JANUARY 18, 2012
- Stories are the Key to Buyer Engagement MARKETING INTERACTIONS | THURSDAY, MAY 26, 2011
- When a Blog is More than Just a Blog MARKETING INTERACTIONS | SUNDAY, JANUARY 30, 2011
- The "Why" for Lead Nurturing MARKETING INTERACTIONS | MONDAY, MAY 30, 2011
- Why B2B Content Marketing Themes Fail MARKETING INTERACTIONS | MONDAY, DECEMBER 26, 2011
- Why a Blog Improves Social Media for B2B MARKETING INTERACTIONS | THURSDAY, MARCH 25, 2010
- The Myth of the Magic Bullet for Content Marketing MARKETING INTERACTIONS | SATURDAY, DECEMBER 31, 2011
- Who comes first in your marketing content? MARKETING INTERACTIONS | SUNDAY, JANUARY 23, 2011
- Scenarios Add Value to Marketing Content MARKETING INTERACTIONS | THURSDAY, APRIL 14, 2011
- Is Your B2B Lead Database Like Your Attic? MARKETING INTERACTIONS | THURSDAY, JULY 28, 2011
- Where Sales Can Lead Marketing Off Course MARKETING INTERACTIONS | SUNDAY, JANUARY 2, 2011
- Prospect Intelligence is a Terrible Thing to Waste MARKETING INTERACTIONS | SUNDAY, JANUARY 31, 2010
- Content Must Drive Conversations MARKETING INTERACTIONS | THURSDAY, JANUARY 20, 2011
- Give Marketing Content a Job Description MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 2, 2010
- Staying Top of Mind is Not the Goal for Email Marketing MARKETING INTERACTIONS | SUNDAY, MAY 30, 2010
- Embrace Articles for B2B Content Marketing MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 12, 2010
- 6 Ways B2B Marketers Can "Listen" Effectively MARKETING INTERACTIONS | SUNDAY, FEBRUARY 28, 2010
- B2B Lead Definitions vs. Personas - There is a Difference MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 27, 2010
- Content Marketing Strategies Conference Wrap Up MARKETING INTERACTIONS | SUNDAY, FEBRUARY 20, 2011
- Marketing Beyond the Chit Chat in Social Media MARKETING INTERACTIONS | MONDAY, APRIL 16, 2012
- Revenue Generation is Not a Trend MARKETING INTERACTIONS | WEDNESDAY, JUNE 22, 2011
- Cold Calling with Content MARKETING INTERACTIONS | TUESDAY, NOVEMBER 2, 2010
- Redefining Gratification for B2B Marketers MARKETING INTERACTIONS | FRIDAY, NOVEMBER 25, 2011
- B2B Marketers Need Big-Picture Thinking MARKETING INTERACTIONS | TUESDAY, MAY 18, 2010
- Does Your Marketing Content Match Your Goals? MARKETING INTERACTIONS | WEDNESDAY, MARCH 16, 2011
- Use Marketing Content as A Pipe Cleaner MARKETING INTERACTIONS | SUNDAY, FEBRUARY 6, 2011
- Use Story Elements in B2B Marketing Content MARKETING INTERACTIONS | WEDNESDAY, MAY 12, 2010
- One Content Asset Can't Do Everything MARKETING INTERACTIONS | SUNDAY, APRIL 17, 2011
- Instinctive and Structural Frameworks for Marketing MARKETING INTERACTIONS | MONDAY, JULY 4, 2011
- Tech Buyers Find Salespeople Lacking MARKETING INTERACTIONS | SUNDAY, AUGUST 29, 2010
- The Rule of 5 for B2B Content Development MARKETING INTERACTIONS | TUESDAY, DECEMBER 15, 2009
- Content Marketing is for Customers Too! MARKETING INTERACTIONS | SUNDAY, FEBRUARY 21, 2010
- Genius.com Removes the Handcuffs with Free, Instant-On Demand Generation MARKETING INTERACTIONS | MONDAY, AUGUST 16, 2010
- Where to Start Your Lead Nurturing Program MARKETING INTERACTIONS | SATURDAY, JANUARY 8, 2011
- Does Sales Care About Alignment with Marketing? MARKETING INTERACTIONS | TUESDAY, NOVEMBER 9, 2010
- The Impact of Social on B2B Brand Personality MARKETING INTERACTIONS | SATURDAY, MAY 15, 2010
- Sales Conversations Must Improve Buyer Experiences MARKETING INTERACTIONS | MONDAY, MAY 23, 2011
- Solicit Sales Feedback Marketers Can Use MARKETING INTERACTIONS | SATURDAY, OCTOBER 16, 2010
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