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You are here: Home / Archives for B2B Buyer Experience

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Align B2B Buyer-Driven Experiences to The Bigger Picture

Selling complex B2B solutions is a tough gig given current market conditions. SBI research with CEOs finds 44% say buyer factors are creating commercial inefficiencies. This isn’t just a sales issue. It means the buyer-driven experiences marketing … [Read more...]

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

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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

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B2B Marketers Use a Buyer MVP to Excel with GenAI

MVP (minimum viable persona)

B2B marketers are experimenting with GenAI for content marketing tasks from personas to content marketing strategy to messaging, content, social posts, and more. Most are also doing so without a strong foundation for validating the outputs ChatGPT or … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Personas Tagged With: content marketing effectiveness

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Personalization in B2B Marketing: Overrated or Misunderstood?

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, … [Read more...]

Filed Under: B2B Buyer Experience, Personas Tagged With: b2b buyer engagement

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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.

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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