Marketing Interactions

MAY 23, 2018

Let’s take the subject of highest priority marketing strategies from the report: As pointed out in the report, “unfortunately, not everything can be a high priority.”. One highlight of the benchmark report is that marketers are making progress in the governance of content. To see the full benchmark report, download it here.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

DECEMBER 26, 2016

The result is its State of the Conversation Report. What I find interesting about this report—and many other B2B research efforts—is that B2B marketing and sales leaders know what’s going on, yet fail to adapt. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

FEBRUARY 15, 2019

Secondary Research: Reports about what buyers do or want come out what seems like every month these days. Many B2B reports are based on inputs from 150 buyers. Reports with bigger pools of buyers can span countries and regions, as well. I find them all interesting (I’m a research geek) but I take them all with a grain of salt.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

SEPTEMBER 30, 2018

Widen Connectivity Report , 2018. Perhaps this is why Demand Gen’s 2017 Content Preferences Report found that 58% of buyers recommend marketers package related content together. The company’s relevance increases with the report, but this relevance quickly regresses with the continued product focus in its communications.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 23, 2017

Sally is the VP of Finance at the organization, in charge of 18 direct reports across multiple divisions that manage the financial health of the organization. The untimely, static reports she uses today create inefficiencies that keep her division from meeting its goals. My direct reports need better, more timely guidance.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JANUARY 25, 2022

How will you measure, validate, and report on the impact from the change? Given your current marketing strategy, can you holistically integrate the change? Where does it fit the most naturally with what you’re already doing? Make a Long-Term Commitment to Your Buyers.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

NOVEMBER 29, 2021

So, we gate thought leadership and research reports. But we put them in the wrong place. It’s often said that if you’re going to collect buyer contact information, you need to be sure the value exchange is there. The question we need to ask is if that content is illustrative of intent to buy? Most of the time the answer is no.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

JANUARY 3, 2022

Forrester’s recent Content Experience Report found that only 14% of respondents ranked giving buyers the ability to choose content based on interest or need as a top priority. Doing this well means you’re also subtly guiding them to figure out what they need to so they can move forward.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

MAY 23, 2018

Budgets are reported consistently as a top barrier for marketers in achieving success with content marketing strategies. Managing a content inventory and its distribution is as important as the original investment in creating your content. Budget Deficits.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

APRIL 21, 2017

The information was repurposed into additional industry reports and aligned with the industry it addressed. As they looked at data for the different industries they served, they realized that some of the areas of improvement were common.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

MAY 21, 2018

You see the reports that show more and more content marketing teams are held accountable for contributing to revenue. As marketers take more responsibility for the entirety of the content life cycle, the proficient use of technology can be a great enabler—from behind-the-scenes planning platforms to publishing and analysis tools.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

DECEMBER 26, 2016

Various research reports have found that a majority of the content produced has no impact because it’s never used—or not used enough to create any impact. This is where processes and workflows come in, as well as standards for metadata, tagging, and taxonomy that help with the management and findability of content.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JUNE 23, 2017

You’ll also want to search for analyst and industry reports that are relevant to the project. The level of activity on LinkedIn – shares, posts written, things they’ve liked, etc. I usually look at 50 or more profiles to root out valuable information and identify patterns.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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. Format is one of those chicken and egg things about marketing that just needs to cross the road.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

Email is still the most effective distribution channel for B2B marketers according to a variety of research reports. Leverage Mobile. Mobile marketing means more than a mobile-responsive website. Yet, email opens have fallen to an average of about 20%, and response rates are down to around 5-6%.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118