Marketing Interactions

OCTOBER 5, 2022

Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. 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.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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. But this only works when there aren’t glaring gaps between the two. Almost half of working professionals change jobs at least every 4 years. Relevance is an imperative. And repeat….

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

MAY 23, 2018

Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. This means that all the hard work marketing has done across the organization will be minimized. I’m admittedly a data hound. Get Your Priorities in Order.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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. If the answer to any of those is “yes” – now you have some work to do to realign the foundation of your strategy in relation to your buyers. They expect commitment.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

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. A buyer-driven experience is based on relevance, context, choice, and simplicity. To do so requires you do the work to learn and understand your buyers. Unite Around Buyers, Not Products.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

MAY 23, 2018

Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. Content, on the other hand, usually does not have that same level of attention from across the organization.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

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. As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. Marketing and Sales Alignment.

Account Based Marketing 64

Account Based Marketing ABM Lead Ranking Lead Scoring 64

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

APRIL 11, 2019

Five years ago, it wasn’t uncommon for me to work with a marketing team in one department that never spoke to or even knew the marketing teams in other departments: the social media team or the sales team or customer success teams. And, getting other departments involved, how would that work? But you know there’s still more to do.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

Internal interviews are valuable as a baseline for how your organization perceives and understands your buyers and customers. Even the same title will have vastly different perspectives, roles, and responsibilities if they work at an SMB vs. a large, global-enterprise company. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

JULY 5, 2021

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. So, you think, wow, that really worked. Most of all, it’s imperative to focus on relevance and experiences instead of using format as a guide.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. 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. Content can’t speak effectively to more than one audience.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118