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You are here: Home / Archives for b2b buyer preferences

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

customer centric

Customer centricity mostly misses the mark in B2B. Strangely, B2B companies use it to foster an inside-out perspective. The concept seems to be more about talking the talk than walking the walk. We can say we’re customer centric all we want, but for … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buyer preferences, b2b buying decisions, buyer alignment

Ardath Albee Leave a Comment

Quit Poking the Bear with Gated B2B Content

To gate or not to gate your B2B content? This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. Even though we know better, we seem unable to give B2B buyers what they want > unfettered … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buyer preferences, content performance

Ardath Albee Leave a Comment

Closing the Gap Between B2B Buying and Selling

“Sellers use their sales process to place solutions.” “Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.” This is how Sharon Drew Morgen explains it. She’s been working to expose and … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience Tagged With: b2b buyer preferences, b2b buying decisions, content marketing strategy

Ardath Albee Leave a Comment

Use B2B Buyer Persona Types for Ease and Effectiveness

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. Building actionable personas takes a fair bit of time and effort. It’s also because buying committees … [Read more...]

Filed Under: Personas Tagged With: b2b buyer engagement, b2b buyer preferences, b2b personas

Ardath Albee Leave a Comment

SMS Messaging Moves Businesses Beyond Transactions

sms messaging

Text messaging in business is often thought of as purely transactional. It’s commonly used for password verification, appointment reminders, package delivery updates, service appointment arrival times, coupons and promotional offers—all of them … [Read more...]

Filed Under: Content Marketing, SMS Marketing Tagged With: b2b buyer conversations, b2b buyer preferences, SMS marketing, SMS messaging

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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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