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B2B Brand Marketing & Demand Gen: Better Together

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, buyer enablement

Ardath Albee Leave a Comment

Put B2B Content in Context Across the Customer Lifecycle

Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they … [Read more...]

Filed Under: B2B Marketing, Content Marketing, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, B2B content, content marketing effectiveness, continuum experience

Ardath Albee 2 Comments

Is Your B2B Content Too BIG?

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing, Continuum Experience, Lead Nurturing Tagged With: b2b buyer engagement, B2B content, buyer alignment, content marketing effectiveness

Ardath Albee 1 Comment

The Value of ABM Goes Beyond Marketing

Pushing product: it’s what B2B companies have been doing for years. Even if we say we’re putting the customer front and center, usually we’re not really walking the talk. We have all these meetings and mandates about what the company wants to … [Read more...]

Filed Under: Account-Based Marketing (ABM), B2B Marketing, Continuum Experience Tagged With: ABM, b2b buyer engagement, buyer alignment

Ardath Albee Leave a Comment

3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

Pivots for B2B Marketing Strategies

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to … [Read more...]

Filed Under: Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, content marketing strategy, continuum experience

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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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