[Editor's note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we've seen from our CMI Consultants. Today's post originally appeared on Ardath Albee's blog, Marketing Interactions, on May 13, 2012.]
One of the mandates bandied about lately is that B2B marketers need to become listeners. They should set up listening posts and they must listen first, before launching marketing programs. You’re told listening is a requisite for establishing two-way dialogue and sustaining relationships across the buying process. If you’ve “listened” to all of this, then you know that listening informs (or should) how marketers respond to prospects’ online behavior.
Anyone who is married or in a relationship can relate to “listening.” Trust me, I’ve been married to a wonderful Italian man for 16 years, and it’s not so much what’s being said, but what it means, that counts.
This is great and dandy for one-on-one relationships, or even among small groups of people, family and friends. But what happens when you’re a B2B marketer with thousands of contacts in your database? How the heck do you manage listening to that level of volume? In other words, the input of a few will not necessarily correlate to the wishes or intentions of the many. Continue Reading