Marketing Interactions

SEPTEMBER 26, 2022

Also, ask them what they found most valuable in their interactions with your company during the process—from the content they viewed to their conversations with your sales reps. After you’ve finished your customer interviews, then pull in the data about your best performing content related to won deals.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

SEPTEMBER 20, 2018

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This may seem doable when a company is small, but as customer volume grows, so do those requirements just to maintain a consistency in monthly recurring revenues (MRR). Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JANUARY 25, 2022

The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. Company objectives shift due to market fluctuations, board consensus, or the CEO’s new hyper interest. Almost like you’re starting from scratch. Room for adjustments exists.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

SEPTEMBER 14, 2021

Marketing sends an MQL to sales and the rep starts over as if there’s no relationship established with the company. Producing a matrix based on the above can also serve as a helpful resource for your customer-facing teams that need to figure out what the next best content is for a buyer they’re engaging with.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

MARCH 7, 2022

Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. It builds brand, drives awareness, and results in affinity for your company. Neither is the optimal choice.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

NOVEMBER 2, 2021

Asking questions is the best way to gain deeper insights. Ask them to include the role of the person, industry, company, the related problem, and product along with the question. The best thing to look at is the “takeaway” from your answer. Ah, companies like ours are doing this. Invite all contributions.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 20, 2022

That all takes time, research and political negotiations depending on company culture. Not necessarily in search of buying anything, but in exploring the depth of the problem, if others like your company are solving it, and the costs of the problem they’ve identified if it’s allowed to persist. Validate our (our company’s) expertise.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

JULY 25, 2021

These articles go on to make their case by defining traditional personalization as including elements such as name, company, industry in communications, where hyper-personalization takes into consideration behavioral activity and engagement data to interpret intent and hone messaging. I don’t think this means “hyper.” I’m all for evolution.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. We have all these meetings and mandates about what the company wants to accomplish and rally our teams to create strategies and execute tactics to achieve them. One of the best things about ABM is the first part: the “Account.” It will all be useful and used.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

FEBRUARY 15, 2019

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. You will need their buy-in to use personas successfully in your company.]. But how many B2B marketers can say they truly KNOW their customers? Data Can Be Misleading.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

OCTOBER 8, 2020

Given the amount of information that presents differing ideas and perspectives, they have trouble reconciling it to understand how to make the best choice. One of the fallacies that companies bought into with sales enablement is that more is better.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

SEPTEMBER 30, 2018

The RMM will be most effective if used as the standard to evaluate relevance across channels and the company to establish processes for continuous improvement specific to each area in relation to the quadrant it occupies on the matrix. These two quadrants are based on an inside-out approach that puts the company and its products first.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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. The other thing that will happen is that you’ll earn the trust and gratitude from those who don’t buy from you, but who have solved their problem by uncovering the choice that’s best for them right now.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JUNE 23, 2017

Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Based on the outcome of Step 1, define a list of contacts at customer companies that will represent the persona(s) you’re building. But each of these people essentially had the same role within their company—as well as within the buying process.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

APRIL 18, 2019

What we forget is that we’ve bought into what our company is selling. The best way I know to do this is to talk to your customers and document those insights based on problem-to-solution pathways. The Problem is Lack of Buyer Context. Marketers don’t know their buyers’ context. We “get” it. But this won’t sway them.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

MAY 21, 2018

Content serves as the champion of your company. of companies maintain consistent content scores across the various types of content on their websites. Financial Services companies fared a bit worse at 33.3% Research from a few years ago found that companies wasted $0.25 consistency with their content.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

APRIL 11, 2019

Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. Then social media came along, and you could draw an audience to your company’s content outside of those you knew in your database. In 2005, HubSpot came along, followed by Marketo in 2006.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

As VP of Finance for my company, most of my time is spent in status meetings with my direct reports. Is the prevalent trend that your persona starts and stays with a company, making progress up the ladder? Or do they tend to have eight jobs in 10 years at different companies? This is where listening really comes into play.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MARCH 8, 2017

For example: “If your VP of HR is concerned about efficient onboarding for the new employee collaboration tool, seeing how other companies like yours have created successful onboarding programs can help to ease her concerns. Here’s a link to share these real-world scenarios with her.”. After all – 23.8%

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MAY 21, 2018

Use the “And Then” process to construct your conversation: The best way to create a conversational narrative is to decide what you want to share and then keep asking what’s next based on what you want them to do. Use your name and company name. Best practices dictate no more than 2 – 4 messages per month. Identify yourself.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

Best practices advise 2 to 4 messages per month. In fact, the majority of both groups prefer to communicate with brands and companies via text message. Product arrivals. Product updates. How-to tips and advice on X. Executive event invitations. Loyalty points and rewards. Alerts and reminders. How to join.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

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. Some of these may sound familiar. You may have heard of or even given them lip service before.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118