Marketing Interactions

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

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 based on responses from only 175 business decision makers. However, all of them are C-level (CMO, CFO, CIO, CCO, COO, CEO).

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What Happens When B2B Buyers Start Using ChatGPT?

Marketing Interactions

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 content without the need to develop the skills to write their way out. But enough has been said about the revelations this nascent form of AI will bring to marketers looking for shortcuts.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

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) provide a framework that extends across the customer continuum from net-new to renew and expansion deals.

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply chain issues, or new technology evolution. I’m also talking about generational growth, pandemics, and changing customer preferences.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. Recent research by Gartner found, “For respondents with high regret, 89% of them cited team members have different, often conflicting, objectives for the purchase versus 9% for those with no regret — that mean

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

I’m hearing a lot of assertions about the B2B buyer journey. The challenge is in how much nuance people apply to what’s said. I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). As buyers have become more self-reliant, it feels like marketers are reaching too far toward giving buyers what they think they want and, in their quest to engage them, foregoing strategy.

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived “humanness” of the interaction. In the study, people interacted with either a chatbot or a human, but 37% were unable to distinguish whether the interaction they had was with a human or an AI-driven machine.