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Relevance Engineering vs. B2B Marketing Theatre

If we’re honest, we’d admit that much of B2B marketing today is performance. It’s shallow, lacks the nuance that comes with buyer context, and suffers from irrelevance. The B2B buyer research I’ve read recently confirms this is how buyers see vendor … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Digital Relevance, Relevance Engineering Tagged With: b2b buyer engagement, buyer alignment, content marketing strategy, continuum experience

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Marketers Help B2B Buyers Use AI for Better Buying Decisions

A year ago, I wrote an article What Happens When B2B Buyers Start Using ChatGPT? That ship has sailed. The 2024 State of Business Buying report from Forrester finds that 89% are currently using AI in at least one area of their purchase process. And … [Read more...]

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

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Align B2B Buyer-Driven Experiences to The Bigger Picture

Selling complex B2B solutions is a tough gig given current market conditions. SBI research with CEOs finds 44% say buyer factors are creating commercial inefficiencies. This isn’t just a sales issue. It means the buyer-driven experiences marketing … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness

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B2B Marketers Go for a Win with Customer Retention

B2B Marketers Win

When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b customer experience, buyer alignment, customer journey, customer retention

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Why You Need to Revisit B2B Buyer Personas and ICPs

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Personas, Revenue Operations Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness, sales marketing alignment

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  • Relevance Engineering vs. B2B Marketing Theatre
  • Marketers Help B2B Buyers Use AI for Better Buying Decisions
  • Align B2B Buyer-Driven Experiences to The Bigger Picture
  • Brand vs. Demand: A False Choice in B2B Buyer Journeys
  • Marketers Can’t Afford B2B Buyer Journey Blindness

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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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