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You are here: Home / Archives for B2B Buyer Enablement

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Marketers Help B2B Buyers Use AI for Better Buying Decisions

A year ago, I wrote an article What Happens When B2B Buyers Start Using ChatGPT? That ship has sailed. The 2024 State of Business Buying report from Forrester finds that 89% are currently using AI in at least one area of their purchase process. And … [Read more...]

Filed Under: B2B Buyer Enablement, Content Marketing Strategy, Uncategorized Tagged With: b2b buying decisions, buyer alignment

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Brand vs. Demand: A False Choice in B2B Buyer Journeys

b2b brand vs demand is a false choice

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 … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, b2b buying decisions, continuum experience

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Marketers Can’t Afford B2B Buyer Journey Blindness

buyer journey blindness

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 … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Content Operations, Revenue Operations Tagged With: content marketing effectiveness, continuum experience

Ardath Albee 5 Comments

B2B Content Marketing > Going Bold or Fading to Beige?

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 … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, content marketing effectiveness

Ardath Albee 2 Comments

Why You Need to Revisit B2B Buyer Personas and ICPs

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Personas, Revenue Operations Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness, sales marketing alignment

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  • Marketers Help B2B Buyers Use AI for Better Buying Decisions
  • Align B2B Buyer-Driven Experiences to The Bigger Picture
  • Brand vs. Demand: A False Choice in B2B Buyer Journeys
  • Marketers Can’t Afford B2B Buyer Journey Blindness
  • B2B Marketers Use a Buyer MVP to Excel with GenAI

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Marketing Interactions, Inc. works with B2B clients to create buyer personas and digital marketing strategies for complex sales that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process – what Ardath Albee, CEO, calls The Continuum Experience.

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