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Put B2B Content in Context Across the Customer Lifecycle

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 1 Comment

Is Your B2B Content Too BIG?

Is Your B2B Content Too BIG?

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing, Continuum Experience, Lead Nurturing Tagged With: b2b buyer engagement, B2B content, buyer alignment, content marketing effectiveness

Ardath Albee Leave a Comment

How to Hack Content Creation for Stretched-Thin Marketing Teams

How to Hack Content Creation for Stretched-Thin Marketing Teams

A review of research on B2B content marketing over the last five years shows that the same problems persist—problems that continue to limit B2B marketing effectiveness. One of the biggest challenges? Content creation. Consistently producing engaging, … [Read more...]

Filed Under: B2B Marketing, Content Marketing, Digital Skills Tagged With: B2B content, content marketing effectiveness, content marketing operations

Ardath Albee 3 Comments

No B2B Marketing Content Left Behind

No B2B Marketing Content Left Behind

B2B marketers have been struggling with creating engaging content, creating enough content and improving content marketing effectiveness ever since content marketing became the new sliced bread. There are many surveys and reports that tell us so. … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing Strategy, Digital Skills Tagged With: B2B content, buyer alignment, content marketing effectiveness, continuum experience, quantity vs. quality

Ardath Albee 8 Comments

B2B Content Must Offer Perspective

B2B Content Must Offer Perspective

When a B2B buyer sets out to solve a problem or achieve a business objective, he or she begins with an initial vision of what that might look like. They will talk to colleagues, search for information about potential solutions and ask their peers for … [Read more...]

Filed Under: B2B Marketing, Content Marketing Tagged With: b2b buyer engagement, B2B content

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  • How Marketers Can Help Reps Use Sales Content Effectively
  • Never Assume B2B Buyers Know How to Buy
  • Put B2B Content in Context Across the Customer Lifecycle
  • Is Your B2B Content Too BIG?
  • Use B2B Buyer Persona Types for Ease and 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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