Marketing Interactions

MARCH 25, 2023

85% “I respect brands that aren’t scared to have an opinion and take a disruptive position on the industry.” B2B organizations may think they’re buyer centric but they prioritize product truths over human truths. This is because poor content is perceived as a reflection of the product’s value. Speak to them personally.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

OCTOBER 24, 2021

Tied for Content Marketing Challenge #5: Differentiating our products/services from the competition (36%). Unfortunately for most of us, the product our company sells is likely not the only one of its kind. So instead of getting mired down in a product bakeoff with your competitors, take a different approach.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

OCTOBER 8, 2020

Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Just as your products continue to be viable year after year, so should your content that relates to them.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JUNE 20, 2021

Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. Marketing redesigns the website in preparation for a big, new product update. That’s no longer true. Confusion is a problem.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

FEBRUARY 17, 2020

To keep this simple, I posit that every time a buyer or customer interacts with your content, their context shifts. Of course, it’s truly difficult to nail context if you haven’t done the work to understand your buyers and customers at different points in the life cycle. Assumptions are clearly not working. If not, it should.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JANUARY 3, 2022

With every interaction, people learn something that shifts their context and comprehension, whether forward or backward, positively, or negatively. It’s subtle, but it’s a difference that your buyers and customers will notice based on context and their familiarity with your product. It’s not a static place in time.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69