Marketing Interactions

NOVEMBER 15, 2021

For example, when an account hits a certain intent score AND has reached a set account/lead score, fire off content that extends from the topic they just engaged in with you. When used well, B2B intent data can be a game changer for relevance, which drives engagement and results in momentum toward purchase.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

SEPTEMBER 9, 2021

So, they’re not considered relevant while B2B buyers are dealing with early discovery about the change process they must complete before they can buy anything. 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.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

OCTOBER 8, 2020

Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content. Sales reps need to understand the buyer’s needs to share relevant content and avoid throwing content against the wall to see what sticks, aka random acts of content.”. The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. Most marketers still struggle to understand what’s relevant to their buyers and customers. Remember it’s important not to “lead the witness.”

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JUNE 4, 2017

We need a campaign for Q2 to generate #X leads/demands for product A. As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. Relevance in the eyes of our buyers increases because we’ve done the groundwork to understand our targeted accounts.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

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. This means that the experiences you provide need to be—at a minimum—relevant, pleasant, and fulfilling, even if not over-the-top exciting.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

SEPTEMBER 26, 2022

Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. A Few Reasons an Update to Buyer Personas is Wise. Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

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.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

AUGUST 8, 2021

At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers. 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

MAY 21, 2018

Evaluate your content’s relevance to potential customers with: Dwell time. Ascending lead scores. 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. Return visits/frequency. Switch it out.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

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. Relevance is in the eyes of your audience. Continuing this engagement requires that you lay out the small shifts in change that your buyers need to accept in order to buy.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JANUARY 3, 2022

I propose that the way you’d premise and focus the content is different and should be to increase relevance and answer the different questions that each scenario raises. What considerations should they have about the related modules or capabilities?

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.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MARCH 7, 2022

Competitor Content: Just bear with me… If you have a competitor publishing great, relevant content that speaks to a reason you lost an opportunity, such as lack of differentiation, here’s your opportunity to show why you’re a better choice—without dissing the competition.

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. You’ll also want to search for analyst and industry reports that are relevant to the project. Assist writers to create content that speaks directly to this persona. Enable collaboration among marketing, product, sales, and customer service for a consistent experience.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 13, 2021

The only thing that matters is what’s relevant to them. Campaigns are a marketing construct that’s no longer relevant. 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. Feedback – learn from a voice-of-customer initiative how to improve your brand’s relevance. This shouldn’t be new to you. Reply STOP to end).

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Instead, B2B marketers need to understand the relevance and impact of content experiences, not one-off encounters. 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. Looking at it in isolation as an absolute is misleading.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

What I mean by this is that brilliant, engaging, and relevant content is audience-driven. What’s relevant to the CIO is not going to be relevant to a director of HR, for example. It takes more than a form completion to generate a lead. One concerning trend I’m seeing is the attempt to do too much with less.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118