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How Many B2B Buyer Personas Do You Need?

How Many B2B Buyer Personas Do You Need?

One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. I’ve heard everything from one to fifty-two. The average is three to five B2B buyer personas. But even … [Read more...]

Filed Under: Personas Tagged With: b2b buyer engagement, b2b buying decisions, b2b personas, buyer alignment

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Inclusive Relevance: Your Content’s Job Description

Inclusive Relevance: Your Content’s Job Description

A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to … [Read more...]

Filed Under: B2B Sales Enablement, Content Marketing Strategy, Personas Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

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Buyer Context is the Key to Engagement

Buyer Context is the Key to Engagement

What do your B2B buyers’ see? Until you can see what they see, you cannot create the conditions for change. But once you understand buyer context, you can solve a problem in perspective that they didn’t recognize they have. Why does this … [Read more...]

Filed Under: Content Marketing Strategy, Personas Tagged With: b2b buyer engagement, b2b personas, content marketing effectiveness

Ardath Albee 1 Comment

Content-Driven Conversations: The Future of B2B Engagement

Content-Driven Conversations: The Future of B2B Engagement

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Digital Relevance Tagged With: b2b buyer conversations, b2b buyer engagement, content marketing effectiveness

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Achieving Maturity with Content Operations

Achieving Maturity with Content Operations

I had to laugh when I thought about it. I’ve been actively involved in content marketing for 20 years. Seems like I just started. There’s something new to learn every day and content marketing feels like it’s taken over marketing. Well, essentially … [Read more...]

Filed Under: Content Operations Tagged With: B2B Marketing Skills, content marketing effectiveness, content marketing operations

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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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