Marketing Interactions

JANUARY 3, 2022

With every interaction, people learn something that shifts their context and comprehension, whether forward or backward, positively, or negatively. Regardless of net new or existing customer, their interactions with you will shift context in some way. It’s not a static place in time.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

SEPTEMBER 20, 2018

This leads to expansion opportunities via cross- and up-sell potential. Similarly, if only one person at the company knows how to use your solution and he or she leaves, you’re left with an orphaned solution destined to become shelfware, which leads to a lost customer. Avoid Unpleasant Surprises at Renewal Time.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

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. And nearly half of them describe their lead conversion efforts as “sketchy.”. The result is its State of the Conversation Report.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

DECEMBER 21, 2021

Marketing fluff and jargony words inspire indifference, leading to disgust when really amplified. Think about how you feel when you come across words like robust, leverage, or leading-edge. The post The Blandscape of B2B Marketing Content Needs a Bit of Emotion appeared first on Marketing Interactions.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

MAY 21, 2018

Ascending lead scores. How many rich interactions is your content generating? Are they using your ROI calculator or some other interactive content like a quiz? If one asset isn’t performing well, it could inhibit the use of other content that it leads to. How much engagement is your content achieving? Unique visits.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

DECEMBER 26, 2016

Clarity is just as important to those interacting externally with your content as for your internal team productivity. Clarity leads to consistency. Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process.

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

Marketing Interactions

FEBRUARY 20, 2022

Part of the reason lead scoring and using intent data goes wrong is that it’s focused on the number and timing of activity, more than the context of the engagement. appeared first on Marketing Interactions. Build trust in us and their confidence along the way. Nor do your buyers want it that way.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

AUGUST 8, 2021

It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. A case also exists for how we develop our lead scoring schemas. The post Closing the Gap Between B2B Buying and Selling appeared first on Marketing Interactions. What context does that content indicate?

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

APRIL 21, 2017

Make content easier to access (shorter lead gen forms). Make content easier to access (shorter lead gen forms). Make content easier to access (shorter lead gen forms). The post A Lack of Customer Advocacy Could Make B2B Buyers Walk Away appeared first on Marketing Interactions. Curb the sales messaging.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

SEPTEMBER 9, 2021

The premise of ABM is to focus on accounts, rather than leads. This leads to a lack of confidence in where to begin or even where to start to solve the problem. The post Help Your B2B Buyers Do Their Own Discovery appeared first on Marketing Interactions. Consider that most buyers don’t make complex purchases every day.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

SEPTEMBER 21, 2021

Like Pillar content or content designed to drive “lead” gen. The post Point of View in B2B Content Changes the Game appeared first on Marketing Interactions. Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. Their findings gave me pause. So, get after it!

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

APRIL 18, 2019

But showing them systematically how one step leads to the next (their questions, your answers) allows you to help them adopt your ideas as their own. The post Buyer Context is the Key to Engagement appeared first on Marketing Interactions. Asking for big swings doesn’t work. It’s overwhelming.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

MAY 23, 2018

Take the top priority: Generating New Leads. In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. Originally posted on Marketeer by Kapost.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

NOVEMBER 2, 2021

Remember it’s important not to “lead the witness.” This is a much better use of content development resources than creating new content just because you need to post to the blog or need a pillar asset to drive lead generation. The post Use Questions as Your Framework for B2B Buyer Enablement appeared first on Marketing Interactions.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 7, 2020

appeared first on Marketing Interactions. The ask that results in the decision to buy. And, it’s totally possible your buyers will be making that BIG ask of you, rather than you of them. The post Is Your B2B Content Too BIG?

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

OCTOBER 8, 2020

Samantha Stone , Founder, Marketing Advisory Network adds: “Never think of content as a way to generate a lead. The post Never Assume B2B Buyers Know How to Buy appeared first on Marketing Interactions. (He posted about his view on LinkedIn and stirred up quite a conversation.). Originally published on Modus blog.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

OCTOBER 5, 2022

B2B marketers who take the lead to drive customer retention initiatives as part of your organization’s GTM strategy will become hugely valuable as contributors to sustainable revenue growth. The post B2B Marketers Go for a Win with Customer Retention appeared first on Marketing Interactions.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JUNE 4, 2017

We need a campaign for Q2 to generate #X leads/demands for product A. Marketing no longer needs to toss leads over the wall to an uninterested sales team. When you’re not focused on marketing to the total addressable market – just the market that’s ideal for your company—you’re marketing to fewer leads. We’re in the same boat.

Account Based Marketing 64

Account Based Marketing ABM Lead Ranking Lead Scoring 64

Marketing Interactions

FEBRUARY 15, 2019

B2B marketers have also said that lead gen is not the problem. Engaging those leads is what’s challenging. The post Why Marketers Must Have Customer Conversations appeared first on Marketing Interactions. What you learn from talking with your customers can help change this, as well. Go forth and have customer conversations.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. Embracing these three pivots will help to make this happen.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

AUGUST 24, 2021

For a level set, let’s use the definition of thought leadership as content with innovative ideas full of insight and information that can lead people in surprising and unexpected directions. The post Rethink B2B Content for Buyer Enablement appeared first on Marketing Interactions.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JULY 25, 2019

Marketing cares about lead generation and brand awareness. The post Inclusive Relevance: Your Content’s Job Description appeared first on Marketing Interactions. HR cares about user adoption and how much training it may take to get folks on board and what happens if everyone doesn’t adopt the solution.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

MARCH 7, 2022

The post B2B Nurturing for Lost Opportunities appeared first on Marketing Interactions. There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you. What do you think? Worth a shot?

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

JUNE 23, 2017

Contribute to a consensus on what constitutes a qualified lead. Questions to Ask Salespeople: Who do you usually interact with at prospective companies? The post Create B2B Buyer Personas that Inform Content Marketing Strategy appeared first on Marketing Interactions. Align your business objectives to their business objectives.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

This inefficiency leads to costly missteps, such as creating content on topics that haven’t performed well in the past or continuing to publish to channels that don’t draw the right audience back to your site. The post Content Operations: Waiting is Costing You appeared first on Marketing Interactions. Technology Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MARCH 8, 2017

The post A B2B Buyer Persona is Not an Island appeared first on Marketing Interactions. What if your company could win that slice of the pie by creating and using content more purposefully based on insights provided by B2B buyer personas?

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

They don’t buy linearly, and they expect consistency across all interactions with you on whatever channel they’re using. I think we do this because we get bored, we’re under a mandate to create #X “leads” in a short timeframe (month or quarter), the company launches a new product, and for other handy excuses.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. Leads – acquire new leads and develop them into sales-ready buyers. With an SMS campaign you have several options, both transactional and interactive. What do you want to get out of it?

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

It’s time for marketers to go way beyond top of funnel, or a focus on lead acquisition. The post It’s Not the Format of Your B2B Content, It’s the Relevance appeared first on Marketing Interactions. Most of all, it’s imperative to focus on relevance and experiences instead of using format as a guide.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

It takes more than a form completion to generate a lead. A lead is a contact intent on the pursuit of relevant information about how your solution can solve their problem. Customer experience is not about a single interaction or transaction. If you look at all those interactions, what experience do they add up to?

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118