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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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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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B2B Tech Marketers Make the Shift From Funnels to Lifecycles

cusotmer lifecycle

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy Tagged With: continuum experience, customer engagement, customer journey

Ardath Albee 3 Comments

A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable … [Read more...]

Filed Under: B2B Marketing Tagged With: b2b buyer engagement, b2b buying decisions, customer advocacy, customer journey

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Shift from More to Better for a Marketing-Driven Customer Journey

Content marketing isn’t about creating and publishing more content; it’s about creating relevant, lasting relationships that result in profitable outcomes for your company—from awareness to advocacy. But, as in many things in marketing, “more” has … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Digital Relevance Tagged With: b2b buyer engagement, content marketing effectiveness, content marketing strategy, customer journey, quantity vs. quality

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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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