Marketing Interactions

OCTOBER 8, 2020

Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Sales content must focus on creating buying intent. Marketers intent on proving ROI for content will benefit by lowering the effort for sales reps to find content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

OCTOBER 15, 2021

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.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. Content marketing has many inputs, from writers and editors to graphic designers, social media, SEO, and more. Yet content marketing effectiveness continues to decline, even while spending goes up. People Challenges. Collaboration.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MARCH 22, 2022

Buyer-Driven Engagement : Is your buyer engaging with your content proactively, or only when you prompt them via email, social media, or targeted advertising? The ability to catch their attention with outreach is a plus, but if that’s the only time they engage, are they merely interested in the topic rather than intent on solving the problem?

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 30, 2018

There’s not a doubt in my mind that marketers know that everything they do—every program, email, content asset, social media post and idea—needs to be relevant. The conflict is in what the term “relevance” means in application. Context amplifies the relevance of digital marketing to create profitable engagement.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

DECEMBER 26, 2016

The social media team employs snips of the paper to drive engagement via additional channels, where the customer support team uses it to help a new customer resolve an issue that arises during implementation. Not vanity metrics like clicks and page views, but measurements indicative of action, momentum, and intent.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MAY 23, 2018

A lead is a contact intent on the pursuit of relevant information about how your solution can solve their problem. The key principle here is the intent. It’s why I cringe every time I hear people insist that we need a social media strategy or a blogging strategy or some other channel-based strategy. Strategy vs. Tactics.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118