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Point of View in B2B Content Changes the Game

Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers. The noise is deafening. And much of the B2B content produced is leaving buyers cold. Edelman and LinkedIn recently released … [Read more...]

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

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It’s Not the Format of Your B2B Content, It’s the Relevance

Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives … [Read more...]

Filed Under: B2B Buyer Experience, B2B Marketing, Content Marketing, Digital Relevance Tagged With: B2B content, content marketing effectiveness, continuum experience

Ardath Albee 1 Comment

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

Ardath Albee 1 Comment

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.” As I stated in my book, … [Read more...]

Filed Under: B2B Marketing, Digital Relevance, Digital Skills Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness, relevance maturity

Ardath Albee Leave a Comment

Shift from More to Better for a Marketing-Driven Customer Journey

Content marketing isn’t about creating and publishing more content; it’s about creating relevant, lasting relationships that result in profitable outcomes for your company—from awareness to advocacy. But, as in many things in marketing, “more” has … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Digital Relevance Tagged With: b2b buyer engagement, content marketing effectiveness, content marketing strategy, customer journey, quantity vs. quality

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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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