Remove differences work

Marketing Interactions

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B2B Nurturing for Lost Opportunities

Marketing Interactions

I recently wrote about B2B nurturing for net new vs. existing customers. Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. Why did you lose that opportunity?

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content marketing challenges. This is usually the case I find in the work I do with my clients. Communication is a critical part of getting work done. Disappointing.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

B2B Intent data is the latest tool in the marketing stack on the hype cycle. Do you see the difference? Therefore, we can expand the dependencies a bit further in B2B marketing and selling by recognizing that interest must be sustainable, and intent must include the ability and willingness to act (buy). If it’s used correctly.

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. Customers’ challenges and objectives are different than those they had as buyers.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

The average is three to five B2B buyer personas. Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? Which B2B Buyer Personas Should You Build? I’ve heard everything from one to fifty-two.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Let’s work through it > an unwelcome situation could invite a variety of responses, including: Ignoring it and hoping it goes away. The Mandate to Help B2B Buyers with Problem Blindness. Drive Momentum by Helping B2B Buyers Understand the Problem.

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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. That sounds easy, right?