Marketing Interactions

article thumbnail

Misconceptions About B2B Buyer Personas

Marketing Interactions

Second, these conversations create buy-in and ownership across functions for the establishment of actionable buyer and customer insights that will get used in the presentation of consistent buyer and customer experiences. I build and present mine in a way I’ve found valuable because they help my clients use them to great effect.

article thumbnail

Current B2B Content Marketing Challenges to Beat

Marketing Interactions

From email to reports to memos and team presentations, and more. If they speak at conferences or on webinars, record, transcribe and use their presentations as source information for content. But it’s more than that. Everyone is a writer in today’s business world. Communication is a critical part of getting work done.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

How Many B2B Buyer Personas Do You Need?

Marketing Interactions

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. who shows up at the demo and the on-site presentation?). 3 Steps to Identify Worthy Buyer Personas.

article thumbnail

Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

The core of the story and the brand must always be present, or you risk experiences becoming fragmented and disengaging because we’re asking for too many leaps of faith that confuse all involved. There needs to be one orchestrator of brand narrative: messaging, content, and story.

article thumbnail

The Importance of Humanness in B2B Content Experiences

Marketing Interactions

The closer you can get to your buyers and customers seeing your story as their story, the more humanness will be perceived as present in our content experiences. The experiences we create for the public, our buyers, our customers all have an impact. Storytelling reaches buyers on an emotional level and holds their attention.

article thumbnail

Selling Your Company on B2B Content Operations

Marketing Interactions

While I’ve presented some great ammunition for you to consider in order to sell this change to your organization, the eBook, Building a Business Case for a Content Operation , arms you with statistics, proof points, and simulated conversations to help you prepare for how you’ll present this winning idea to your executive team.

article thumbnail

Do Your B2B Buyers Understand the Problem?

Marketing Interactions

Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. That all takes time, research and political negotiations depending on company culture. Intent Data Can Be Misleading. Yep, it was that afternoon of searching you did on keywords they’re tracking.