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A B2B Buyer Persona is Not an Island

B2B Buyer Persona is Not an Island

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. When built with both qualitative and quantitative data they … [Read more...]

Filed Under: Content Marketing Strategy, Lead Nurturing, Personas Tagged With: b2b buying decisions, b2b personas, buyer alignment

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3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences

Pivots for B2B Marketing Strategies

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to … [Read more...]

Filed Under: Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, content marketing strategy, continuum experience

Ardath Albee 1 Comment

The Problem with Scale for B2B Content Marketing

Scale in B2B Content Marketing

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next … [Read more...]

Filed Under: Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, content marketing effectiveness

Ardath Albee 2 Comments

The Value of Content Operations for Committed B2B Marketers

Nearly all B2B companies are using content marketing to attract and engage buyers. We’ve been doing this for quite some time. But getting it right is still a struggle for a majority of companies. This is because we haven’t formalized content … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy Tagged With: content marketing operations

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The State of the B2B Conversation: Disconnected

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. The result is its State of the Conversation … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer conversations, content marketing effectiveness, continuum experience

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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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