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. Positive messaging that creates a sense of safety, validation, confidence, or success can improve message receptions and speed up decision making.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

SEPTEMBER 21, 2021

And the report found that only 19% of buyers appreciate content that validates their current thinking. POV only works if you don’t waver. I’d contend that all the content your marketing team produces needs to be human, be helpful, and be insightful. Read that again…. Point of View (POV) is about taking a stand.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

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. If the value your solution provides is not easily quantifiable, marketing can help to make it more tangible by showing customers how to validate it for other internal stakeholders.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

OCTOBER 5, 2022

As validation for expending the effort to improve customer experience, this same report finds B2B marketers who reported delivering the best CX are nearly 2X more likely to have seen a moderate or significant increase in revenue last year than all others (56% vs. 29%). You can do this successfully on-site or virtually.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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. How will you measure, validate, and report on the impact from the change? Has the problem your persona is trying to solve changed? Make a Long-Term Commitment to Your Buyers.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JULY 31, 2022

Helping us identify Step Backs – more than ¾ of buyers will return to earlier-stage learning to re-validate as they acquire new knowledge. It would simplify our lives if it could, but it doesn’t work that way. They help us on the inside in many ways, including: Identifying gaps in the story our content shares. I hear you.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

MARCH 22, 2022

Need: This one is still valid. The seller-driven approach isn’t working. Do you think the team will do that if they’re not treated like VIPs by the vendors they consider? Is having the authority to make the buying decision keeping you from opportunities you could otherwise win by making the cut? Vendor-focused. I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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. Perhaps the question that piece of content answers isn’t valid. As our ability to collect data grows, so do the different ways we can measure content performance.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74