5 Striking Insights On Successful B2B Marketing Engagement

How important is engagement in B2B marketing?

To say that engagement plays a crucial role in creating successful B2B marketing content is an understatement, as it’s how we connect with customers, and a key element in the process of building trust and the desire to continue interaction with a brand.

Engagement is also a fundamental building block of content marketing, offering many innate benefits well worth the effort it often takes B2B marketers to properly achieve.

To get that process started, let’s take a look at five striking insights on successful B2B marketing engagement, from some of the top marketers in the industry today.

1 — Brian Solis

“Meaningful customer engagement starts with discovery,” Brian Solis, global innovation evangelist at Salesforce, observed in our groundbreaking 2020 State of B2B Influencer Marketing Research Report.

The time is right to look at engagement in new ways, and even to reinvent it, Brian has explained.

“B2B marketers now have an opportunity to re-imagine engagement to ignite a new type of connection with customers. Beyond designing for and measuring the potential for engagement, design for humans and their intentions, needs, and desired outcomes. Engagement becomes a function of intent and purpose,” Brian added.

Brian has a lot to say about engagement and how it combines with influence and thought leadership to extend beyond traditional B2B marketing, and you can learn more in the following interviews and articles we’ve authored that feature Brian:

[bctt tweet=”“Meaningful customer engagement starts with discovery.” — Brian Solis @briansolis” username=”toprank”]

2 — Jon Miller

Engagement is also a key consideration in sales and marketing alignment, and Jon Miller, chief marketing officer at Demandbase, has placed it in his “find, engage, and close” process of achieving B2B marketing and sales alignment.

“You need to engage with buyers in a trusted, relevant way on their own terms. It’s about knowing where they are in their journey and using intelligence and insights to know when and how to engage at each point,” Jon noted.

An important step in utilizing the new realities of B2B marketing and sales alignment is engagement, Jon has noted, where the identified accounts are engaged, aligning your interactions with the buyer’s journey.

Get more insight into Jon’s B2B marketing automation process in our recent article, “Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey.”

[bctt tweet=”“You need to engage with buyers in a trusted, relevant way on their own terms.” — Jon Miller @jonmiller” username=”toprank”]

3 — Amisha Gandhi

<img class="alignnone size-full wp-image-29785" src="https://www.toprankblog.com/wp-content/uploads/AmishaGandhi200x200.png" alt="Amisha Gandhi" width="200" height="200" …read more

Source:: Top Rank Blog