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Never Assume B2B Buyers Know How to Buy

Never Assume B2B Buyers Know How to Buy

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. There’s nothing inherently wrong in this with the exception that the … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Marketing, B2B Sales Enablement Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, buyer enablement, sales enablement

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 1 Comment

How Many B2B Buyer Personas Do You Need?

How Many B2B Buyer Personas Do You Need?

One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. I’ve heard everything from one to fifty-two. The average is three to five B2B buyer personas. But even … [Read more...]

Filed Under: Personas Tagged With: b2b buyer engagement, b2b buying decisions, b2b personas, buyer alignment

Ardath Albee Leave a Comment

Inclusive Relevance: Your Content’s Job Description

Inclusive Relevance: Your Content’s Job Description

A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to … [Read more...]

Filed Under: B2B Sales Enablement, Content Marketing Strategy, Personas Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

Ardath Albee 1 Comment

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.” As I stated in my book, … [Read more...]

Filed Under: B2B Marketing, Digital Relevance, Digital Skills Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness, relevance maturity

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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.

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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