Marketing Interactions

JUNE 27, 2021

Misperceptions they had to work to overcome—for them or for others on the buying committee. It’s mission, business objectives and core values to help you weave a thread of company/account relevance throughout your communications, content, and messaging. Get to a level of depth in information that promotes relevance.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

OCTOBER 15, 2021

Yes, other roles can—and will—add their touches, but consistency and relevance rule the day. Which all boils down to the relevance and resonance of their experiences with your company—irrespective of team involved. Why B2B Marketers are Well Placed to Play a Pivotal Role. The value they recognize and receive.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

FEBRUARY 7, 2020

The thought alone is overwhelming in its lack of appeal and relevance. Quite possibly it’s too much of the wrong thing, since many buyers say that even though content appears to be high quality, it’s just not relevant to them. I’ve been doing a lot of work around Microlearning for a client project. Who has time for that?

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JANUARY 9, 2022

And let’s not forget the beauty of relevance dialed in to match the context of your ideal buyers. When content works together to build a sum of knowledge, each piece adds depth to, and expands, on the others. It’s about relevance and—importantly—staying power. I’ve written about the need for B2B content to have a point of view.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

NOVEMBER 15, 2021

One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. Trying to force the issue won’t work.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

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. Host a lunch and learn and invite execs or the appropriate personas from other departments/divisions with similar objectives to join a peer discussion about what’s working.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

AUGUST 1, 2021

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. Relevance is an imperative. Then you can look at how your positioning feeds a story that’s relevant to your market. And repeat…. The Argument to Connect Brand and Demand.

Demand 69

Demand B2B Marketing Branding Brand Identity 69

Marketing Interactions

JULY 31, 2022

It’s the equivalent of tossing relevance into the wind to see if we get lucky. From a buyer’s perspective, relevance is about matching their context in relation to solving the problem. It would simplify our lives if it could, but it doesn’t work that way. Once again context and relevance win the day. Inside vs. Outside.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

APRIL 26, 2022

Think relatable, relevant, and empathetic. Help your buyers care because you’ve nailed their context with a relevant message, and you’ll get much farther. The point is that to be more human—which results in building trust—requires that our audiences “feel” the experience is human—not that it actually is human-to-human.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

Marketing Interactions

OCTOBER 8, 2020

Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content. Sales reps need to understand the buyer’s needs to share relevant content and avoid throwing content against the wall to see what sticks, aka random acts of content.”. The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

MARCH 25, 2023

As someone who reads a ton of B2B marketing content and works to help companies create meaningful, provocative, and forward-looking content, I agree it is hard to come by. Relevance: The Gorgeousness of B2B Content Marketing Pick your tribe and put a stake in the ground. Buyers want that – darn near all of them.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

SEPTEMBER 9, 2021

So, they’re not considered relevant while B2B buyers are dealing with early discovery about the change process they must complete before they can buy anything. What work do they need to do to get to the true cause of the problem they’ve identified? And this isn’t because sales reps don’t have and share information or add value.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. Most marketers still struggle to understand what’s relevant to their buyers and customers. Here’s how it works. Will it work for our products?

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 17, 2020

I want insights that help me see things relevant to me in new ways. B2B Salespeople say: It’s like an archeological dig to find content that’s relevant to buyer situations – if that even exists. Assumptions are clearly not working. But for many buyers, the B2B content they encounter is out of context. Something is missing.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JANUARY 3, 2022

I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. I propose that the way you’d premise and focus the content is different and should be to increase relevance and answer the different questions that each scenario raises.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

SEPTEMBER 26, 2022

What worked yesterday may not work today. Some examples of questions to ask customers who’ve come on board in the last year include: Situational – what environmental/work conditions caused a shift in approach? The increasing speed with which this happens should put us all on notice. Your buyers and customers are not.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JANUARY 25, 2022

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. What parts of the change will be visible to your markets and how is it relevant to them? Has the problem your persona is trying to solve changed? How can you narrow that gap?

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

MARCH 7, 2022

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. You may also find that they haven’t done the work internally they need to complete before they can actively commit to buying something. It’s great if these are customers, but it also works if they’re your buyers’ peers.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

FEBRUARY 8, 2022

A buyer-driven experience is based on relevance, context, choice, and simplicity. 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. Hone Your Focus to Become Buyer Driven.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

APRIL 18, 2019

When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. Asking for big swings doesn’t work. Relevance is in the eyes of your audience. Complex Buying Processes Require Small Shifts. And that’s what it takes to get the conversation started.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

DECEMBER 21, 2021

Investing in the idea of change is emotional – Will it work? 52 tips on X with no explanation about why or how they work or when to use them. This means that the experiences you provide need to be—at a minimum—relevant, pleasant, and fulfilling, even if not over-the-top exciting. What if it fails? Will the hero reach his goal?

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

JUNE 4, 2017

As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. Relevance in the eyes of our buyers increases because we’ve done the groundwork to understand our targeted accounts. We have to talk to each other to work accounts seamlessly.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

MAY 23, 2018

If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation. This means that all the hard work marketing has done across the organization will be minimized.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

OCTOBER 24, 2021

But, interpreting this another way, it may mean that B2B content marketers are not able to create content that’s relevant for each of the different roles – rather than one asset to address all at once. This is usually the case I find in the work I do with my clients. Communication is a critical part of getting work done.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

MARCH 22, 2022

Here’s why BANT is no longer relevant for today’s buyers: Budget: Years ago, budgets were pre-planned and pretty much held firm. At the pace of change today, is qualifying based on budget relevant? The seller-driven approach isn’t working. Today, change is rampant which makes budgets a moving target. I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 20, 2018

Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention. It’s common that there’s a champion who has worked tirelessly to help their company buy your solution. Your customers won’t continue to pay for shelfware. Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

AUGUST 15, 2022

In my work with clients, we’ve found it beneficial to segment by buyer personas and talk to them about the way solving the problem contributes to the company objective. This reality just screams for simplicity, context, and relevance from vendors—both marketers and sellers. But how you get it isn’t as straightforward.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

DECEMBER 29, 2016

It boggles the mind that we’d keep doing more of something that we aren’t sure is working. Look at how it could work together as a storyline to motivate engagement and the consideration of whatever change you’re trying to convince buyers to take on. Why is that relevant to them? I’d wager that you have enough content.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. Evaluate your content’s relevance to potential customers with: Dwell time. Email metrics are a great example. How much engagement is your content achieving? Unique visits.

Webinar Metrics 74

Webinar Metrics Marketing & Strategy Marketing Strategy Dwell 74

Marketing Interactions

MAY 23, 2018

When content marketing is run as an ad hoc effort, marketers tend to look at the content they’re working on for the next deadline rather than trying to figure out the big picture for how the content inventory is used strategically across the organization. However, it’s no longer enough to create great, relevant content.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

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?

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

And, you’ll find that speaking to her will be relevant to many in the target audience because her story is based on the commonalities discovered during the persona creation process. “A Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. Which one of these inspires you more? In Conclusion.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

JUNE 23, 2017

Even the same title will have vastly different perspectives, roles, and responsibilities if they work at an SMB vs. a large, global-enterprise company. You’ll also want to search for analyst and industry reports that are relevant to the project. Keep the size of the customer company in mind.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

JUNE 13, 2021

Try this instead: “In our work with [title], we’re hearing that X…” This is much more effective because it triggers the voyeuristic and curiosity tendencies that motivate people to engage. The only thing that matters is what’s relevant to them. Campaigns are a marketing construct that’s no longer relevant. It’s annoying.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

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. Most of all, it’s imperative to focus on relevance and experiences instead of using format as a guide.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 21, 2018

This conversational approach can work effectively whether your business is a restaurant, you sell real estate, you’re a recruiter, or you sell SaaS technology or need to drive enrollment at a university. Make sure that what you’re asking your customers to do is as relevant to them as it can be. Be purposeful. The Bottom Line.

SMS 48

SMS Business Class Ad Frequency 48