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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

Ardath Albee 1 Comment

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

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

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

Ardath Albee 2 Comments

B2B Marketers Must Develop Conversational Competence

B2B Marketers Must Develop Conversational Competence

In this excerpt from my book, Digital Relevance, I discuss the need for marketers to re-discover the beauty of conversation and how it translates into more relevant online engagement with buyers and customers. Conversational competency is a content … [Read more...]

Filed Under: B2B Storytelling, Content Marketing Strategy, Digital Relevance, Digital Skills, Social Marketing Tagged With: b2b buyer conversations, b2b buyer engagement, buyer alignment, content marketing effectiveness, content marketing strategy

Ardath Albee 4 Comments

How Personas Keep B2B Marketers From Playing “Guess Who” with Content

How Personas Keep B2B Marketers From Playing “Guess Who” with Content

Buyer personas, built well, take a concerted effort to produce. While only 44% of B2B marketers say they have buyer personas, 83% of these marketers say they are only slightly or somewhat effective at using them. What a colossal waste of time, … [Read more...]

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

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  • Inclusive Relevance: Your Content’s Job Description
  • Buyer Context is the Key to Engagement
  • Content-Driven Conversations: The Future of B2B Engagement
  • Achieving Maturity with Content Operations
  • Why Marketers Must Have Customer Conversations

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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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