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Marketing Interactions
NOVEMBER 2, 2021
When questions, answers, and takeaways are in the right order, you’ll see a kind of flow start to develop. Just as easily, you’ll see when questions are out of order and there’s a leap of faith that’s not congruent so you’re likely to lose that engagement and momentum. Questions help you create a natural order for the buying process.
Marketing Interactions
MAY 23, 2018
Get Your Priorities in Order. 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. But it goes beyond that.
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Marketing Interactions
MAY 23, 2018
A content operation in B2B acts as a unifying foundation for content strategy and content marketing strategy to bring order to the chaos that generally ensues from ad hoc efforts. Content marketing—viewed as a product—must evolve in the same way. Establishing a content operation is the next step toward consistency, effectiveness, and scale.
Marketing Interactions
SEPTEMBER 21, 2021
Likewise, the things that leave buyers wanting are similar in this report as in other buyer preferences studies, including (by order of importance): Overly focused on selling rather than conveying valuable information. This falls into the realm of “how-to” content that wouldn’t normally apply to thought leadership content.
Marketing Interactions
APRIL 18, 2019
Continuing this engagement requires that you lay out the small shifts in change that your buyers need to accept in order to buy. And that’s what it takes to get the conversation started. Asking for big swings doesn’t work. It’s overwhelming.
Marketing Interactions
JANUARY 19, 2020
I’ve seen this happen more than once and have had to resuscitate personas that were no longer accurate in order to activate them to effectively inform new marketing programs. Otherwise, when you finally have the resources to address the others in six months, you’ll find out they’ve changed. Why do the work twice?
Marketing Interactions
MAY 21, 2018
Coordinated workflows and processes are vital to ensure that teams address dependencies in content creation in the order needed and that content production flows smoothly. As Antoine de Saint Exupéry says, “A goal without a plan is just a wish.” Off-the-cuff content development adds time, costs, and missed opportunities.
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