Marketing Interactions

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Going back to the stat above – less than 2 respondents find B2B marketing meaningful for humans. If this doesn’t concern you as a B2B content marketer, it should. Read that again.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

While the events I’ve attended and material I’ve read tend to apply the focus on sales as the central pivot for RevOps, I find that approach distracting for sales and a discredit to B2B marketers. But in a market driven by subscription business models, CS plays a key role in onboarding, retention, and expansion.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content marketing challenges. Let’s look at 4 content marketing challenges and how you can defeat them. Disappointing. I understand this one.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right down to it, intent data is just another great tool in your marketing toolbox. This account is in market! If it’s used correctly. The problem is that intent is often confused with interest.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Most marketers treat content like a tactic, not a product offering. What gives a solid content marketing strategy the props to be thought of as more of a product development workflow than a one-off campaign is that it doesn’t end. And marketers have the expertise to do so. Even more challenging is keeping track of it.

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Why Is B2B Marketing So Hyper?

Marketing Interactions

Hyper-everything in B2B marketing! Is it the new “new and improved” label for marketing concepts? I don’t know about you, but I don’t need marketing to become hyper-anything. But here’s my real problem with hyper – marketers haven’t mastered relevance, personalization, targeting, or experiences in their original forms.

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The Destructive Lack of Commitment in B2B Marketing

Marketing Interactions

The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. Company objectives shift due to market fluctuations, board consensus, or the CEO’s new hyper interest. Regulation’s shift, opening a new market. Almost like you’re starting from scratch.