Marketing Interactions

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

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.

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

B2B organizations may think they’re buyer centric but they prioritize product truths over human truths. Just because you write about a feature that may produce value for your buyers’ organization, the takeaways from the content are about your product, not your potential buyer’s concerns, motivations, or desired outcomes.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

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.

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What Happens When B2B Buyers Start Using ChatGPT?

Marketing Interactions

He also shared the experience of he and his team’s use of the tool while considering a buying decision for a productivity tool. But for some reason, we’re still wrapped around the axel in love with our products more so than showing buyers how to get the outcomes we promise. They need our help. At least that’s what our content reflects.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

Let’s assume your customers have successfully onboarded and are using your product – now what? The guiding premise for retention programs is to help your customers gain more value and success by using your products and services. The psychology is different. Rather than breaking the status quo, you want to strengthen it.

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Misconceptions About B2B Buyer Personas

Marketing Interactions

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. And yes, your buyers and customers are primary conversations, but it goes beyond them to your sales, product, and customer teams.

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. But making the transition from “ product delusion ” to buyer-driven is not going well. Unite Around Buyers, Not Products. At least not in a recognizable way that enables buyers. If they do.

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