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

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. B2B buyers are both emotional and rational. But you get the idea. You need both.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

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

AUGUST 15, 2021

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. Usually, these are sales driven companies that tolerate marketing as the fluffy cost center but don’t trust them with prospects beyond the form fill.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 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. Your prospects and customers won’t think, “Oh, that was Joe in Department X.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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. 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. Architect B2B Messaging and Stories Around Customers.

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. Experience Gaps Disconnect Prospects and Customers.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

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

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

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

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.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

FEBRUARY 15, 2019

But how many B2B marketers can say they truly KNOW their customers? Website Analytics: Knowing which content on your website is visited by your prospects, buyers and customers is always useful for culling topics and trends and educational needs for buying. Many B2B reports are based on inputs from 150 buyers.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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. Case in point > BANT. The Case to Banish BANT. First, let’s look at why BANT is ineffective.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

APRIL 18, 2019

What do your B2B buyers’ see? Instead, if we say something like, “when using our solution, helpdesk teams find they can cut 3 steps out of a 10-step process, reducing ticket resolution time by 3 hours” – now your prospect can visualize what you’re talking about. Why does this matter?

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

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

APRIL 11, 2019

Needless to say, there was no coordination across the enterprise, so it was common for a prospect to get barraged by unrelated, often irrelevant communications because segmentation was lacking, personas were a novelty, and a cohesive strategy was considered one-off projects every quarter.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. They tend to be static, which can result in increasing the gap between your business and your customers. Conversational SMS messaging invites response and engagement.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. I work with a lot of B2B marketing teams that are pressured to do more with less. Tell a Story.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118