Marketing Interactions

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Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Let’s back it up with a few more stats: 82% of VPs say not understanding content slows down the buying process ( source ). Only 40% of content read by buyers is considered relevant (IDG). So, if your content is sitting unused or isn’t relevant, how many deals are you not even aware you’re missing?

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The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

A good customer experience must be relevant. As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Context: The Cornerstone of Relevance.

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Misconceptions About B2B Buyer Personas

Marketing Interactions

Creating content for specific stages of the buying process. It could be—with buyer personas built to uncover true insights about attitudes, perspectives, change management, and thought processes of the people who buy and use your products and solutions. It’s an involved process that begins with talking to people.

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. Buyers have expectations of immediacy, relevance, and instant gratification at low effort. Context is the key to relevance and relevance is viewed as personalization.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Yes, other roles can—and will—add their touches, but consistency and relevance rule the day. Edelman/LinkedIn ). The value they recognize and receive.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. Buying committees are growing again adding more dynamics and a lack of visibility to where they are in the process. Not so fast.

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Is Your B2B Content Too BIG?

Marketing Interactions

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. This type of thinking has a few flaws, not the least of which is that marketers aren’t in charge of the buying process—their customers are. We must generate MQLs faster than that! Who has time for that?

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