B2B content must match the context of your audience across the customer lifecycle. Here are 3 shifts to context to move audiences from attention to action.| Marketing Interactions
Revenue operations needs to embrace the powerful role B2B marketers play in facilitating consistency of experiences, narrative, and relevance at all stages.| Marketing Interactions
Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Read that again. This is a finding from The Power of Provocation Report. Granted, the report is based on responses from only 175 business decision makers. However, all of them are C-level […] The post B2B Content Marketing > Going Bold or Fading to Beige? appeared first on Marketing Interactions .| Marketing Interactions
B2B customer retention requires a different mindset. Here's how to create relevant customer retention programs & improve customer experience.| Marketing Interactions
Ardath Albee | Digital Relevance for B2B Marketers| Marketing Interactions
Relevance engineering designs b2b marketing strategy, content, experiences to help buyers make sense of complex realities to pursue outcomes that matter| Marketing Interactions
B2B buyers use AI in their buying process. Here's how marketers can help B2B buyers use AI to make better buying decisions... in their favor.| Marketing Interactions
B2B buyer-driven experiences that help customers evolve, anticipate roadblocks, and feel good result in bold buying decisions.| 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
B2B marketers use a Buyer MVP (minimum viable persona) with GenAI to improve and validate outputs for relevant AI-assisted content marketing.| Marketing Interactions
B2B marketers strive to achieve personalization in content and communications. Most marketing leaders think the future depends on it. Yet, attempts at personalization have mostly left B2B buyers indifferent—at best. We could blame it on chaotic, unorganized data management or silos in our Martech stack, but perhaps the problem is really in how we define […] The post Personalization in B2B Marketing: Overrated or Misunderstood? appeared first on Marketing Interactions .| Marketing Interactions
Most marketers are clamoring for ChatGPT for content writing, but are you prepared for your buyers to be using it as a resource in their buying process?| Marketing Interactions
Getting B2B buyers to agree on objectives is aided with the use of well developed buyer personas - here's why and how to use them| Marketing Interactions
