Marketing Interactions

FEBRUARY 7, 2020

We need to size our B2B content to fit into those windows of opportunity in a way that’s meaningful and fuels purpose. Go Small and Deep with B2B Content. The Power of One Applied to B2B Content. The post Is Your B2B Content Too BIG? The same is true for your customers. Buying is a secondary job. What a waste.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

SEPTEMBER 26, 2022

The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. A Few Reasons an Update to Buyer Personas is Wise.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JANUARY 19, 2020

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.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

AUGUST 15, 2022

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. Therefore, if we stay at a high level focused on organizational growth, we’re trying to talk to everyone about nothing they care about personally/professionally. This role is now more important than ever. No regrets.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

JULY 31, 2022

I’m hearing a lot of assertions about the B2B buyer journey. The number of touchpoints has increased (up to 27 per person, per Gartner) and only 3% want to speak to your sales reps for education. 3: Marketers have no control over the B2B buying journey. Two Views – One B2B Buyer-Driven Experience. I flat out disagree.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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. ABM is a Great Construct for B2B Buyer Discovery. Discovery is most often considered a function performed by sales reps.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

FEBRUARY 17, 2020

Content marketing has been an ongoing practice for B2B marketers for more than a decade. But for many buyers, the B2B content they encounter is out of context. B2B Buyers say: Give me messaging I can understand. B2B Marketers say: Our personalization efforts are mostly ineffective. Provide substance over style.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

NOVEMBER 2, 2021

But, for marketers, questions are one key to B2B buyer enablement. B2B buyers facing a problem must find out how to fix it—or even if they should. Ask them to include the role of the person, industry, company, the related problem, and product along with the question. Amplify B2B Buyer Enablement by Knowing Where They Are.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. In cases like this, it’s usually because no one person has control of the umbrella story and how it rolls out across the revenue team. Architect B2B Messaging and Stories Around Customers. Silos are the enemies of consistency and brand resonance in B2B messaging.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

AUGUST 8, 2021

We’re so quick to jump to the conclusion that the person is a buyer because they’ve looked at our product information that we fail to consider they may be looking to see what it does so they can figure out if they can solve the problem internally. Making the shift to close the gap between B2B buying and selling is not for the faint of heart.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

AUGUST 15, 2021

B2B buyers consume at least 13 content assets during their buying process. It’s also helpful to know if it’s one person or more than one, indicating account interest. The post Why Sales Shuns B2B Marketing Qualified Leads appeared first on Marketing Interactions. Put Some Substance Behind Your MQLs.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

APRIL 14, 2019

To level the playing field, marketers must focus on personalized and connected messaging—and they must do so competently, consistently, and at scale. Marketing automation is the foundational solution in the Martech stack for many B2B marketers. But, as more content floods digital streams, buyers have gotten more selective.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

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. In my previous post, I discussed how to determine the which B2B buyer personas you really need. In my previous post, I discussed how to determine the which B2B buyer personas you really need.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

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. B2B Content Operations Are Making Progress. I’m admittedly a data hound.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

SEPTEMBER 20, 2018

This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. In this blog, I’ll cover best practices for B2B marketers to make the shift from funnels to lifecycles to increase ROI and help your customers stick with you for the long run.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

APRIL 21, 2017

For context, this is a B2B SaaS product. So is talking to customers to hear the reality from them personally. Take a look at the last three years of research from DemandGen Report’s B2B Content Preferences Surveys: In 2015 , the top suggested improvements to content: Use more data and research to support content.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. 28% of B2B marketers describe their organization’s content marketing maturity as sophisticated/mature. 28% of B2B marketers describe their organization’s content marketing maturity as sophisticated/mature.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JUNE 23, 2017

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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. A B2B buyer persona should never be treated as a silo. And this one presents a huge opportunity for B2B marketers. This remains true today—whether applied to a personal or professional context.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

SEPTEMBER 30, 2018

Unfortunately, the following recent research findings indicate not a lot has changed since I wrote my book four years ago: 55% of B2B marketers somewhat or strongly agree that they have difficulty getting their message and content in front of their target audience. B2B buyers crave meaning and connection—not just utility or value.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. 9 Components of a B2B Buyer Persona. As the title suggests, this element gives a narrative snapshot of a day in the life of your B2B buyer persona. It’s written in the first person as if they are talking to you. A Day in the Life.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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. Just one person from the account, or is a group forming? Case in point > BANT.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

JUNE 13, 2021

Ever since, I’ve been thinking about a few more things that B2B marketers need to break. Break the Personalization Assumption. 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.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. At last count by CEB (Gartner), there are nearly 7 people involved in a B2B buying decision.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MAY 21, 2018

Conversational SMS messaging platforms provide the tools you need to engage with customers in a personalized way that scales easily through automation. Focus on adding value at every step of the conversation. The Bottom Line.

SMS 48

SMS Business Class Ad Frequency 48