Marketing Interactions

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)? So, let’s look at a few reasons why sales reps shun marketing leads and what (most of) you can do about it. Most Marketing Qualified Leads Are Viewed as Imposters by Sales.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

While the events I’ve attended and material I’ve read tend to apply the focus on sales as the central pivot for RevOps, I find that approach distracting for sales and a discredit to B2B marketers. 69% of B2B marketers are responsible for some (41%) to all (28%) of customer experience ( Capgemini ). Edelman/LinkedIn ).

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

The content we use to engage B2B buyers must resonate and be relevant. B2B buyers want the information they seek with a minimal expenditure of effort. If you see a trend of B2B buyers looking interested one moment and ghosting you the next, it’s likely due to asking them to take the leap. We’ve all done it. What’s the takeaway?

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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. 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). The Rabbit Hole of B2B Intent Data.

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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. What to Consider for B2B Nurturing for Lost Opportunities. Why did you lose that opportunity? But what about lost opportunities?

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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. The Mandate to Help B2B Buyers with Problem Blindness. Or it’s the cause of decision stall because your B2B buyer finally realized they weren’t solving the “right” problem and have reversed to reassess their change initiative. Do you feel it?

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The Blandscape of B2B Marketing Content Needs a Bit of Emotion

Marketing Interactions

For some reason, B2B marketing content tends to lean more toward academia than literary license. While I applaud all the folks who insist that B2B is like B2C because we’re marketing to people, it’s a sentiment that’s slightly misplaced. Neither of which are emotions seen favorably in B2B—at least not often. What if it fails?