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The Importance of Humanness in B2B Content Experiences

The Importance of Humanness in B2B Content Experiences

What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived … [Read more...]

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

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B2B Brand Marketing & Demand Gen: Better Together

B2B Brand Marketing & Demand Gen: Better Together

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, buyer enablement

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Marketers Need a Mindset Reset for B2B Personalization

Marketers Need a Mindset Reset for B2B Personalization

Personalization in B2B marketing has been on an upward intention trend for a while now. But it’s not working out very well. Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience Tagged With: b2b buyer engagement, buyer enablement, content marketing effectiveness

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How Marketers Can Help Reps Use Sales Content Effectively

How Marketers Can Help Reps Use Sales Content Effectively

Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. For a litmus … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Sales Enablement, Content Marketing Tagged With: b2b buyer conversations, b2b buyer engagement, buyer enablement, sales enablement, sales marketing alignment

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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

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  • The Importance of Humanness in B2B Content Experiences
  • Why Buyer-Driven Qualification Beats BANT
  • B2B Nurturing for Lost Opportunities
  • Do Your B2B Buyers Understand the Problem?
  • Why Customer Centric Doesn’t Mean Buyer Driven in B2B

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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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