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B2B Nurturing for Net New vs. Existing Customers

B2B Nurturing for Net New vs. Existing Customers

The curiosity gap – the distance between what your buyers and customers know and want to know – is a moving target. It’s not a static place in time. With every interaction, people learn something that shifts their context and comprehension, whether … [Read more...]

Filed Under: B2B Buyer Enablement, Content Marketing, Lead Nurturing Tagged With: b2b buyer engagement, b2b customer experience, continuum experience, customer journey

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Why B2B Marketers are Critical to Revenue Operations

Why B2B Marketers are Critical to Revenue Operations

Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is … [Read more...]

Filed Under: B2B Sales Enablement, Continuum Experience, Revenue Operations Tagged With: b2b buyer engagement, b2b customer experience, buyer alignment, continuum experience, sales enablement

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It’s Not the Format of Your B2B Content, It’s the Relevance

It’s Not the Format of Your B2B Content, It’s the Relevance

Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives … [Read more...]

Filed Under: B2B Buyer Experience, B2B Marketing, Content Marketing, Digital Relevance Tagged With: B2B content, content marketing effectiveness, continuum experience

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Revenue Teams Must Deconflict B2B Messaging

Revenue Teams Must Deconflict B2B Messaging

B2B messaging is a key component of doing business. All go-to-market and customer programs run on messaging. However, the different roles on revenue teams often create conflict with the messaging each of them chooses to use. It seems perfectly … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, B2B Storytelling, Content Marketing Strategy, Revenue Operations Tagged With: b2b buyer engagement, b2b customer experience, buyer alignment, continuum experience

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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

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  • The Importance of Humanness in B2B Content Experiences
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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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