Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. Ascending lead scores. Unique visits.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 4, 2017

How many marketing meetings have you been in that start with some version of one of the below? We need a campaign for Q2 to generate #X leads/demands for product A. 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

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 37% have a documented content marketing strategy. Clarity leads to consistency.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 14, 2021

Unfortunately, this is a challenge that marketers continue to struggle with. And that’s not surprising given the rate things change in today’s market landscape. Leaps of faith can happen in all kinds of places in our marketing. Sales says one thing, marketing messaging says another, and product marketing says something else.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

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. Why would you ever want to give it to them?

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JUNE 23, 2017

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. One of the key foundational elements to a content marketing strategy is a buyer persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. There’s only one of four components that marketers can weigh in on.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 26, 2022

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. These events in your target markets can quickly make your messaging irrelevant, rendering your marketing programs and sales plays ineffective. This is an indication that marketers are not telling the right stories.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

NOVEMBER 29, 2021

This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. To gate or not to gate your B2B content? No dead ends.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

SEPTEMBER 9, 2021

One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. ABM is a terrific vehicle for enabling marketers and sellers to work in parallel to help B2B buyers do their own discovery and complete their pre-buying work to enable them to buy what you’re selling.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 2, 2021

But, for marketers, questions are one key to B2B buyer enablement. But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. Most marketers still struggle to understand what’s relevant to their buyers and customers.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

AUGUST 8, 2021

This is because our marketing-to-sales models and processes are not built to help buyers buy. Sounds dismal for marketers and sellers, doesn’t it? 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.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Yet, given what your digital behavior indicates, this is when marketers are looking to get you to raise your hand for a demo or take a meeting with a sales rep. appeared first on Marketing Interactions. What happens when something goes wrong?

Top of Funnel 88

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

Marketing Interactions

MAY 23, 2018

Let’s take the subject of highest priority marketing strategies from the report: As pointed out in the report, “unfortunately, not everything can be a high priority.”. Marketers are making the highest priority goals the ones that require they complete the lower-priority goals first to get there. But it goes beyond that.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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). B2B Buyers Will Change if Marketers Don’t. Curb the sales messaging. Add more insight from industry thought leaders/analysts. Curb the sales messaging.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

APRIL 18, 2019

Marketers don’t know their buyers’ context. Marketers love to tout the big ROI numbers our customers get. When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. I often hear marketers evaluate ideas for content based on what resonates for them.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

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

SEPTEMBER 21, 2021

Like Pillar content or content designed to drive “lead” gen. I’d contend that all the content your marketing team produces needs to be human, be helpful, and be insightful. The post Point of View in B2B Content Changes the Game appeared first on Marketing Interactions. Their findings gave me pause. Read that again….

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

OCTOBER 8, 2020

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. The Opportunity for Marketers and Sales Teams. Samantha Stone , Founder, Marketing Advisory Network adds: “Never think of content as a way to generate a lead.

Buy 77

Buy Peer-to-peer B2B Work Management 77

Marketing Interactions

AUGUST 24, 2021

I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. There’s a lot more to B2B content marketing than thought leadership, industry trends and infotainment. And for buyers who have already done the work they need to do to decide they’re in market.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JUNE 13, 2021

Ever since, I’ve been thinking about a few more things that B2B marketers need to break. Marketers are all wrapped around the axle on personalization. Marketers need to get out of their heads and into the shoes of their personas. Campaigns are a marketing construct that’s no longer relevant. Marketers need to experiment.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MARCH 7, 2022

If they chose a competitor, then they’re off the market for at least a year…or three. Thought Leadership Trends and Impacts: This is content that discusses what can happen with the problem left unsolved based on market trends for the buyer’s industry. What to Consider for B2B Nurturing for Lost Opportunities. What do you think?

Ideal Customer Profiles 88

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

Marketing Interactions

FEBRUARY 7, 2020

This type of thinking has a few flaws, not the least of which is that marketers aren’t in charge of the buying process—their customers are. What if marketers were to take a “microlearning” approach to content? appeared first on Marketing Interactions. The problem with the campaign mentality is that we think BIG.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JULY 25, 2019

But you also must convince HR, Product, Sales, Marketing, Service and the CFO that this is the solution they each need to ensure their departments are contributing to company growth objectives. Product needs regional teams to work better together to get products to market faster. Let’s take an example.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 3, 2022

Unfortunately, many marketing campaigns provide the same content to both buyers and customers. As the uncertainty of the last two years has pointed marketers to focus more on customer retention and upsell, you may be thinking, yes, but…. B2B marketers have often painted our audiences into a corner. That’s new….

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. And this one presents a huge opportunity for B2B marketers.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MAY 23, 2018

However, conversational messaging for marketing is not the same as whipping out your smartphone to fire off a text to friends or family. An advanced messaging platform is a business tool that requires a strategy for your SMS campaign—just as a marketing automation platform requires for your email marketing campaign.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. Looking at it in isolation as an absolute is misleading.

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. I’ve been a marketer for a very long time. Some of these may sound familiar.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118