Marketing Interactions

MAY 21, 2018

We can no longer approach content marketing as an ad hoc task and produce the results expected by the organization. Content operations addresses the new frontier that B2B marketers must conquer to improve content marketing effectiveness across the organization. Financial Services companies fared a bit worse at 33.3%

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. The report found that content used for both demand gen and sales enablement is created in different parts of the organization.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JUNE 23, 2017

Sally is the VP of Finance at the organization, in charge of 18 direct reports across multiple divisions that manage the financial health of the organization. Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

OCTOBER 8, 2020

The 2020 Benchmarking Sales Readiness and Sales Enablement Report from the Sales Management Association found that while 61% of sales leaders say digital content is important, only 32% consider their organizations effective at using it. There are several reasons for ineffectiveness in using digital content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

DECEMBER 26, 2016

The growth in content for most B2B organizations has resulted in a messy, chaotic, and often uninformed, haphazard production and publishing efforts. Repetition in the stories a B2B organization shares serves to imprint the value it brings across the audiences it attracts.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

FEBRUARY 8, 2022

We’ve all heard about the symbolic “customer in the room” activities that some organizations undertake to claim customer-centric orientation. But making the transition from “ product delusion ” to buyer-driven is not going well. At least not in a recognizable way that enables buyers.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

JULY 25, 2021

He goes on to say, “The content presented is certainly unique to that individual – perhaps even addressing them by their name, title, and organization. It’s pretty much a parallel to what I said in this post about a mindset reset for B2B personalization , although Robert is more eloquent than me. Sometimes, surprise is good.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

APRIL 11, 2019

Content operations requires we work strategically to coordinate people, processes, and technology across the organization. Fine tuning and expanding competency across the organization can take you beyond what you visualized as your end game. Content has become foundational for experiences. But you know there’s still more to do.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. This is one of the main reasons why self-service and self-reliance have taken precedence over talking with salespeople. They expect commitment.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

APRIL 21, 2017

It also provides a structure for hierarchy because it defines processes, ownership, and governance of content for the organization. Organizations spend billions of dollars creating content. Yet research finds that anywhere from 60% (Sirius Decisions) to 90% (Corporate Visions) of branded content is not used.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JANUARY 19, 2020

They are convinced that the higher they can get in the organization, the more sales they will be able to influence. Before you can answer the question about how many, you need to identify which personas are even in the running. Quite often, the first thing I hear is that the client must have a C-suite persona.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

OCTOBER 5, 2022

For enterprise (ABM) expansion programs – use existing advocates and power users to inform others within their organization of the value they’re reaping from using your products. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

NOVEMBER 29, 2021

SEO for organic search that’s not available to content behind a gate. Each party must get something out of it or it’s just not worth staying with it. So it goes for selecting vendors and partners. Making access to content easy also has benefits for both parties. Benefits of Ungated Content.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

APRIL 21, 2017

But what was important to this customer was the holistic sharing of advocacy for a product via online means—whether social platforms, self-motivated testimonials or reviews or some form of organic expression or dialogue about the product and company.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

AUGUST 24, 2021

But what if it also solidifies the value of marketing to the organization by providing a better buyer-driven experience that you can prove contributes to revenue growth? Perhaps the resulting quality of engagement with sales reps can transform the relationship between marketing and sales teams.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

AUGUST 15, 2021

The analyst firm had expected that between 60% and 85% of organizations would have this common definition. When Gartner asked recently whether sales and marketing teams had a common lead definition , only 49% said they did. This is 2021, after all. This gap just highlights the problem.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

JUNE 4, 2017

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. My bet is that the first bullet is a lot more prevalent than the second. One of the best things about ABM is the first part: the “Account.”

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. B2B Marketers need to change their thinking and approach if they want to create compelling experiences that align with buyers, as well as business objectives.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JUNE 23, 2017

Internal interviews are valuable as a baseline for how your organization perceives and understands your buyers and customers. All of these rolled together serve to inform and balance your content marketing strategy to appeal to what buyers want. 4 Steps to Developing a Buyer Persona. Step 1: Internal Interviews.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

SEPTEMBER 30, 2018

It is at this stage that digital marketing will reach its potential to drive sustainable and continuous business growth and influence the adoption of a relevance mindset across the organization. Naturally, the bar is set high. But it is within reach. Marketing has changed more in the last two years than in the last fifty.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JULY 5, 2021

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. From beginning to end. And there’s lots of room for improvement. It’s time for marketers to go way beyond top of funnel, or a focus on lead acquisition.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

But blindly doing so doesn’t support the long-term strategy of your marketing organization. I’ve often found marketing teams that are really an order desk for the content that sales teams request—often on a whim or for what a sales rep thinks will sway a specific prospect. We’re told that our job is to support the sales team.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118