Marketing Interactions

SEPTEMBER 26, 2022

Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. Fifty percent (or more) B2B complex deals end in no decision. The post Why You Need to Revisit B2B Buyer Personas and ICPs appeared first on Marketing Interactions.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JULY 25, 2021

Hyper-everything in B2B marketing! It’s pretty much a parallel to what I said in this post about a mindset reset for B2B personalization , although Robert is more eloquent than me. He goes on to say, “The content presented is certainly unique to that individual – perhaps even addressing them by their name, title, and organization.

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B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

OCTOBER 5, 2022

When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. This becomes even more important when you consider 73% of B2B tech companies have accelerated existing company revenue goals and 41% of them are decreasing their emphasis on net-new sales to focus on up- and cross-selling.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JANUARY 3, 2022

Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. Namely: In B2B complex purchases, the end users are often not the buyers you sold to, so your audience has shifted. The Focus on B2B Nurturing for Retention and Upsell. It’s not a static place in time. It’s continuous.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

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. According to Forrester, only 22% of B2B companies have fully integrated their brand and demand marketing functions. Marketing is present throughout the entirety. B2B buyers are both emotional and rational.

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Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

JULY 31, 2022

I’m hearing a lot of assertions about the B2B buyer journey. This has nothing to do with how you choose to present it or distribute it to create the experience your buyer will choose to engage with. 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

JANUARY 9, 2022

B2B content doesn’t create a sum of knowledge as one-off random acts of content. To create influence, your B2B content needs oomph, conviction, and purpose. I’ve written about the need for B2B content to have a point of view. Help B2B Buyers Think & Learn. The post Is Your B2B Content Creating a Sum of Knowledge?

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 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. At the end of every webinar you present. Amplify B2B Buyer Enablement by Knowing Where They Are. Questions create curiosity. In the comments on social media posts.

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B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

OCTOBER 8, 2020

At a minimum, a B2B buyer is thought to: Understand the problem they’re trying to solve. Given the amount of information that presents differing ideas and perspectives, they have trouble reconciling it to understand how to make the best choice. Be interested in your solution as an option to solve the problem.

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Buy B2B Peer-to-peer Work Management 77

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

JUNE 20, 2021

B2B messaging is a key component of doing business. Architect B2B Messaging and Stories Around Customers. The answers to those questions create the framework for your messaging that presents a compelling story. Silos are the enemies of consistency and brand resonance in B2B messaging.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MAY 23, 2018

If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. A content operation in B2B acts as a unifying foundation for content strategy and content marketing strategy to bring order to the chaos that generally ensues from ad hoc efforts. You’re creating content—lots of it. Change is risk.

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Top of Funnel Paid Search Agency Companies B2B 67

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.

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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. A Look at B2B Buying Dynamics. There’s just one thing. Yep, I know. After all – 23.8%

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Buyer Personas Budget Programs B2B Cross-Selling 48

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. This section can also be classified as “Goals” or “Priorities” of the B2B buyer persona.

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Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64