Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. And, for those of you going there, helping buyers set a future vision isn’t always thought leadership.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. Asking questions is the best way to gain deeper insights. That information will help you see where a question fits along the customer continuum.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 20, 2022

The Mandate to Help B2B Buyers with Problem Blindness. It’s also when we’re doing our buyers a disservice by helping them buy a band aid when they really need surgery. Drive Momentum by Helping B2B Buyers Understand the Problem. We need to help our buyers recognize misguided self-diagnosis and correct course.

Top of Funnel 88

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

Marketing Interactions

MARCH 7, 2022

This means there’s a higher probability that they still need to solve the problem—and it’s worth taking another shot to help them do so. Aren’t convinced you’ve sufficiently demonstrated how you’d help them mitigate risk. Questions like these can help buyers overcome doubts: What could have caused you not to buy X solution?

Ideal Customer Profiles 88

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

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. Sales enablement, used well, helps sellers orchestrate better conversations, uniting buyers with sellers. The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

SEPTEMBER 20, 2018

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. How can you help them get more value? It’s common that there’s a champion who has worked tirelessly to help their company buy your solution.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

APRIL 18, 2019

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. See what I mean? Small steps.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

AUGUST 15, 2022

Together, the combo can help you combat the lack of consensus, the stallers, and the regret that looms large— at 56% of buying organizations —per Gartner’s research. You need to address their issues first, then show them how it helps the company achieve the overall objective. I think of them as Organizational Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

SEPTEMBER 26, 2022

After you’ve finished your customer interviews, then pull in the data about your best performing content related to won deals. Do they use technology that will help them adapt? Doing so strategically by revisiting buyer personas and ICPs will help keep the chaos at bay. The topics it covered. How it was accessed.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. This is because our marketing-to-sales models and processes are not built to help buyers buy. This is how Sharon Drew Morgen explains it.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JULY 31, 2022

Content should be helpful for both customers and buyers…everyone consuming it. We created them to help us. They help us on the inside in many ways, including: Identifying gaps in the story our content shares. 2: Content should be helpful for both customers and buyers…everyone consuming it. Inside vs. Outside.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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. Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. They expect commitment. The entire route. Outside – in.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JULY 25, 2021

Messaging that helps them stretch and see things from a new perspective can serve as the trigger that helps them internalize an idea, thereby personalizing it—all on their own. Or is it a constant quest we’ve bought into to try to create the next-best version of something? Sometimes, surprise is good. I’m all for evolution.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

JUNE 4, 2017

Our customers have shown high engagement with these content assets; what can we create to continue the story or fill in the gaps to help them solve this problem? One of the best things about ABM is the first part: the “Account.” Every contact added to a targeted account matters as a stepping stone toward helping them buy.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

FEBRUARY 15, 2019

Note: I do this to gain a foundation of insight for the project, but also to involve sales and learn what they want to know that will help them buy into the persona project. It’s great to understand the words and phrases that our prospects use to search for solutions to problems they need to solve that we can help them with.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

SEPTEMBER 30, 2018

The purpose of the RMM is to help digital marketers develop a culture of customer obsession that results in the level of relevance necessary to earn and sustain a competitive advantage in the markets your company serves. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

APRIL 11, 2019

What we need is help to speed us along the journey from content marketing to content operations so we don’t miss a step. Perhaps an approach to assessing processes and discovering how your strategy is being used by each team (and even what it’s lacking) will help everyone join in with enthusiasm. It’s easier with a bit of help.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

What did you need to figure out the best way to solve the problem? Where did you find the most helpful information? I’ll take more if I can get them, but usually, by ten interviews I’m not learning anything new—provided we selected the best-matched people to interview for the persona. What issues were caused by that problem?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 23, 2017

Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably. Seeing both sides of a pain point is helpful when generating content to address a buyer persona’s needs. Meetings take up much of her time. Orientation. In Conclusion.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MARCH 8, 2017

When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. Rather than addressing only the needs of one persona at a time, create ways to help them facilitate the hard conversations. There’s just one thing. I can hear you. After all – 23.8%

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MAY 23, 2018

While I’ve presented some great ammunition for you to consider in order to sell this change to your organization, the eBook, Building a Business Case for a Content Operation , arms you with statistics, proof points, and simulated conversations to help you prepare for how you’ll present this winning idea to your executive team.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

MAY 21, 2018

Let’s take a look at a few of the challenges in people, processes, and technology that content operations helps B2B marketers solve. A centralized content operations function serves to consolidate technology, but also to create a center of excellence for best practices on how to use content to optimal benefit. People Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. You’re not just informing them of something, but rather helping them to engage with your brand. Limit frequency.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

Best practices advise 2 to 4 messages per month. Transactional messages can also be for utility, including a delivery update on a recent order, a status update on a service request, a helpful tip, or a password verification code. Product arrivals. Product updates. How-to tips and advice on X. Executive event invitations. How to join.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. The goal is ongoing escalation of engagement that advances your audience’s thinking about solving the problem your product or solution helps them with.

Relevance 140

Relevance Top of Funnel B2B Content 140

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