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Marketing Interactions

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Point of View in B2B Content Changes the Game

Marketing Interactions

Point of View (POV) is about taking a stand. The post Point of View in B2B Content Changes the Game appeared first on Marketing Interactions. I’d contend that all the content your marketing team produces needs to be human, be helpful, and be insightful. Read that again…. No wishy-washy, sort-of-making-a-point content.

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

So, choosing not to shift your view as their perspectives, needs, and preferences change, is choosing to watch the effectiveness of your marketing programs diminish as they become more irrelevant over time. When in the process it was viewed. Your buyers and customers are not. A Few Reasons an Update to Buyer Personas is Wise.

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

And it can derail your efforts if you try to prove you “know” them without offering information they view as valuable. If you don’t know what your buyers are viewing or how they’re engaging with you, how do you hope to match their context in the moment of engagement? But that’s not necessarily true.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

In this case, the inside view is rationalizing congruence that doesn’t exist for both buyers and customers. That’s the inside view marketers must have to serve as a guide and mentor during the buying process. The outside view is to make it look simple, intuitive, and comprehensive without weighing them down.

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

Most Marketing Qualified Leads Are Viewed as Imposters by Sales. In most lead scoring schemas, you award higher points for form fills and downloads or event registration and attendance and lower for web page views, frequency, and recency. Are they viewing the content designed for the role they play in the buying decision?

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How Content Performance Informs Your Marketing Strategy

Marketing Interactions

Each of these metrics feeds into a narrative, but we often assess success by viewing them as standalone numbers. Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions. When they view additional content, then what?

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Why Marketers Must Have Customer Conversations

Marketing Interactions

This said, knowing what they viewed and engaged with doesn’t tell you why they did so. I’d also argue that unless you can isolate who viewed the page (by persona or segment) then all you know is that the topic either resonated or didn’t. What I’d look for beyond views and dwell time (did they spend enough time to read it?)