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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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Marketers Can’t Afford B2B Buyer Journey Blindness

buyer journey blindness

Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as related to a specific campaign, but across as many channels and touchpoints as possible. We need visibility. Especially given … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Content Operations, Revenue Operations Tagged With: content marketing effectiveness, continuum experience

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B2B Marketers Use a Buyer MVP to Excel with GenAI

MVP (minimum viable persona)

B2B marketers are experimenting with GenAI for content marketing tasks from personas to content marketing strategy to messaging, content, social posts, and more. Most are also doing so without a strong foundation for validating the outputs ChatGPT or … [Read more...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Personas Tagged With: content marketing effectiveness

Ardath Albee 5 Comments

B2B Content Marketing > Going Bold or Fading to Beige?

Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Read that again. This is a finding from The Power of Provocation Report. Granted, the report is … [Read more...]

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

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What Happens When B2B Buyers Start Using ChatGPT?

For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant … [Read more...]

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

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  • Align B2B Buyer-Driven Experiences to The Bigger Picture
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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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