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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

Ardath Albee Leave a Comment

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 4 Comments

Why Marketers Must Have Customer Conversations

Why Marketers Must Have Customer Conversations

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many B2B marketers can say they truly KNOW their customers? For those of you … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Personas Tagged With: b2b buyer conversations, b2b buyer engagement, b2b buying decisions, b2b personas, content marketing effectiveness

Ardath Albee 6 Comments

How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process … [Read more...]

Filed Under: Content Marketing Strategy, Personas

Ardath Albee Leave a Comment

Create B2B Buyer Personas that Inform Content Marketing Strategy

Create B2B Buyer Personas that Inform Content Marketing Strategy

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Successful content marketing … [Read more...]

Filed Under: Content Marketing Strategy, Personas Tagged With: b2b buyer conversations, b2b buyer engagement, b2b buying decisions, b2b personas

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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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