Marketing Interactions

APRIL 18, 2019

Complex Buying Processes Require Small Shifts. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate. That’s the key to compelling the decision to buy. Buyer Personas are the Key to Buyer Context.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JULY 25, 2021

Natalie Petouhoff says this about ABX (Account-Based Experience) – “ABX is being able to know where the customer is in the buying cycle and using intelligent insights to know when to engage, with what content, and what to say to each and every account.”. Blurring the Lines in Meaning. Is this an example of hyper-relevance?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

SEPTEMBER 26, 2022

Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts. But an even bigger indication that your buyer personas may need a refresh is that Gartner also found that 67% of people involved in technology buying decisions are not in IT.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

OCTOBER 5, 2022

Just as your marketing programs nurture net-new buyers across lengthy buying cycles, retention programs must kick in after onboarding and continue across the customer lifecycle. Toward the effort of improving customer experience, investing in new content and creative (42%) is a top priority.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JANUARY 25, 2022

But, unless your B2B content marketing strategy and programs sucked last year, taking a clean slate approach is not the best idea. And never forget that if your campaign is shorter than the buy cycle, you’re abandoning your buyer with a dead-end. Buyer Expectations Aren’t as Fickle as Marketing Campaigns.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

AUGUST 8, 2021

This is because our marketing-to-sales models and processes are not built to help buyers buy. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers. This determines the length of their buying cycle.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

AUGUST 24, 2021

As marketers, we tend to have drunk the Kool-Aid that declares our product or solution to be the next best thing to sliced bread. There’s a reason statistics exist that verify buyers push sellers back to the end of the buy cycle and only spend about 5% of that time engaged with your sales rep. They’ve got work to do.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62