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

FEBRUARY 8, 2022

We’ve all heard about the symbolic “customer in the room” activities that some organizations undertake to claim customer-centric orientation. To do so requires you do the work to learn and understand your buyers. Understanding perspective and temperament is as key as understanding the problem they’re working to solve.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

AUGUST 24, 2021

And for buyers who have already done the work they need to do to decide they’re in market. We understand what it does, how it works, why it’s needed, and more. They’ve got work to do. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JULY 31, 2022

It would simplify our lives if it could, but it doesn’t work that way. Recent research from Gartner finds that 56% of organizations said they had a high degree of purchase regret over their largest tech-related purchase in the last two years. Here’s what I want you to think about with this nonsense about one-size-fits-all content.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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

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

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

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. And repeat…. The Argument to Connect Brand and Demand.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

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

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 B2B Marketing Marketing Strategy Marketing & Strategy 64

Marketing Interactions

JULY 25, 2021

All personalization that works effectively is reliant on context. He goes on to say, “The content presented is certainly unique to that individual – perhaps even addressing them by their name, title, and organization. So, what, then, is just plain old personalization? Sometimes, surprise is good.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

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. Collaboration.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

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

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. Because both sides are focused on the same goals, working together becomes a natural extension of ABM program strategy and execution. Marketing and Sales Alignment.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

NOVEMBER 29, 2021

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. 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.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

AUGUST 15, 2021

The analyst firm had expected that between 60% and 85% of organizations would have this common definition. Not only will this help with lead reception, but you’ll gain a whole lot of insight about what’s working with your content and digital buying experiences…and what needs improvement. This is 2021, after all.

Marketing Qualified Leads 62

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

Marketing Interactions

SEPTEMBER 30, 2018

It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process. I could go on, but I think you get the point. Naturally, the bar is set high.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. We need to do the foundational work that sets up our B2B Marketing Strategies for the successful creation of experiences that meet our buyers’ and customers’ expectations. We need to become customer-obsessed.

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. 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. Format is one of those chicken and egg things about marketing that just needs to cross the road. It depends.

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. A C-level conversation about marketing must relate to how the work of marketing helps the company to reach its objectives and revenue goals. But blindly doing so doesn’t support the long-term strategy of your marketing organization. Key Takeaways.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118