Marketing Interactions

OCTOBER 5, 2022

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. By renewal time your customer should have solved the problem they had before purchase.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. But I see others breaking the marketing spectrum down like this: Brand – awareness.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

SEPTEMBER 26, 2022

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. A new role now has a major influence on buying decisions for what you sell. These events in your target markets can quickly make your messaging irrelevant, rendering your marketing programs and sales plays ineffective.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

SEPTEMBER 9, 2021

But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. Until they complete all those jobs to be done, a gap still exists between buying and selling.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 29, 2021

To gate or not to gate your B2B content? This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. B2B buyers are not buyers until they decide they’re ready to solve the problem by buying a solution. Gartner calls this the biggest challenge in B2B buying.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

JANUARY 3, 2022

Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. Unfortunately, many marketing campaigns provide the same content to both buyers and customers. Namely: In B2B complex purchases, the end users are often not the buyers you sold to, so your audience has shifted.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JANUARY 27, 2020

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. It’s also because buying committees are expanding. In my previous post, I discussed how to determine the which B2B buyer personas you really need. 3 B2B Buyer Persona Types.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

FEBRUARY 15, 2019

But how many B2B marketers can say they truly KNOW their customers? For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. A B2B buyer persona should never be treated as a silo.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. There’s only one of four components that marketers can weigh in on.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

OCTOBER 8, 2020

Most marketers treat content like a tactic, not a product offering. What gives a solid content marketing strategy the props to be thought of as more of a product development workflow than a one-off campaign is that it doesn’t end. Sales content must focus on creating buying intent. And marketers have the expertise to do so.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. All go-to-market and customer programs run on messaging. Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. That’s no longer true.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MAY 23, 2018

When I was asked to review Kapost’s latest benchmark on B2B content operations strategy, I jumped at the chance. Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. I’m currently running a marketing team remotely for a client.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. Email metrics are a great example.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 13, 2021

Ever since, I’ve been thinking about a few more things that B2B marketers need to break. Marketers are all wrapped around the axle on personalization. But, in B2B, it’s not as much about knowing their shoe size as it is understanding their industry, role, and use case. Break the Personalization Assumption.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174