Relevance engineering designs b2b marketing strategy, content, experiences to help buyers make sense of complex realities to pursue outcomes that matter| Marketing Interactions
I’ve always believed you need to engage B2B buyers from start to finish. This means building brand and moving into demand. Brand and demand belong in the same story. Brand vs. demand is a false choice. You need to account for this in your GTM plan. This way, you can map storylines that include context […] The post Brand vs. Demand: A False Choice in B2B Buyer Journeys appeared first on Marketing Interactions .| Marketing Interactions
Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as related to a specific campaign, but across as many channels and touchpoints as possible. We need visibility. Especially given the shift in buyers wanting to self-educate, preferring digital interactions, and pushing vendors to […] The post Marketers Can’t Afford B2B Buyer Journey Blindness appeared first on Marketing Interactions .| Marketing Interactions
When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) provide a framework that extends across the customer continuum from net-new to renew and expansion deals. I’ve been involved in […] The post B2B Marketers Go for a Win with Customer Retention appeared first on Marketing Interactions .| Marketing Interactions