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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 Leave a Comment

Inclusive Relevance: Your Content’s Job Description

Inclusive Relevance

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

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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 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 4 Comments

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

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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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