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You are here: Home / Archives for GenAI in B2B Marketing

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Relevance Engineering vs. B2B Marketing Theatre

If we’re honest, we’d admit that much of B2B marketing today is performance. It’s shallow, lacks the nuance that comes with buyer context, and suffers from irrelevance. The B2B buyer research I’ve read recently confirms this is how buyers see vendor … [Read more...]

Filed Under: B2B Buyer Experience, Digital Relevance, GenAI in B2B Marketing, Relevance Engineering Tagged With: b2b buyer engagement, continuum experience

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Marketers Help B2B Buyers Use AI for Better Buying Decisions

A year ago, I wrote an article What Happens When B2B Buyers Start Using ChatGPT? That ship has sailed. The 2024 State of Business Buying report from Forrester finds that 89% are currently using AI in at least one area of their purchase process. And … [Read more...]

Filed Under: B2B Buyer Enablement, Content Marketing Strategy, GenAI in B2B Marketing Tagged With: b2b buying decisions, buyer alignment

Ardath Albee Leave a Comment

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, GenAI in B2B Marketing, Personas Tagged With: content marketing effectiveness

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  • Relevance Engineering vs. B2B Marketing Theatre
  • Marketers Help B2B Buyers Use AI for Better Buying Decisions
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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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