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
For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant content without the need to develop the skills to […] The post What Happens When B2B Buyers Start Using ChatGPT? 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
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
Only 1% of decision makers find B2B marketing meaningful. B2B content marketing needs to go bold... And the C-Suite is begging you to do so!| Marketing Interactions