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You are here: Home / Archives for b2b buyer engagement

Ardath Albee 7 Comments

Product is Not the Hero in B2B Storytelling

story

Despite the shift in the B2B buyer landscape that puts them squarely in the power position, I still hear marketers insist that the product is the hero of the story. Well, I'll just rip the band aid off and say it straight up - You Are Wrong. As a … [Read more...]

Filed Under: B2B Storytelling Tagged With: b2b buyer engagement

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Design B2B Content to Learn Buyer Preferences

Prospect Inquiry

In writing my new book, Digital Relevance, I spent a lot of time thinking about how a digital approach changes a lot of things, including the opportunity we have to become more relevant to our audiences. An obvious line of thought, given the title … [Read more...]

Filed Under: Content Marketing Strategy, Personas Tagged With: b2b buyer engagement, b2b buyer preferences

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The B2B Funnel is More Like a Pinball Machine

I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the B2B funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, … [Read more...]

Filed Under: Content Marketing Strategy, Continuum Experience, Lead Nurturing Tagged With: b2b buyer engagement, continuum experience, pipeline velocity

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The Power of B2B Buyer Perspective

buyer perspective

I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they talk to salespeople. It's flawed. Here are a few reasons why: Prospects don't care if they're interacting with … [Read more...]

Filed Under: B2B Sales Enablement, Continuum Experience, Digital Relevance Tagged With: b2b buyer engagement, continuum experience, sales marketing alignment

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Curiosity and Context: Keys to B2B Buyer Engagement

b2b buyer curiosity

Many B2B marketers have jumped on the bandwagon about answering their buyers and customers' questions. There's a bit more strategy involved to do so in a way that drives momentum, but what I'm not seeing is marketers attempting to promote the … [Read more...]

Filed Under: B2B Marketing Tagged With: b2b buyer engagement

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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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