Marketing Interactions

OCTOBER 15, 2021

The best thing we can do is empower marketers to address them—and help other teams do so, as well. With buyers becoming more self-reliant, buying becoming more chaotic and confusing, and confidence jittery on both sides, we need to stack the deck in our favor the best way possible. Each of the core revenue teams has a role to play.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

JUNE 23, 2017

One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

OCTOBER 5, 2022

If not, have you built those personas? Considering only 18% of companies rate their customer experience as excellent (best in class), improving retention programs can help you transform your customer relationships—and your revenue growth. (Economic, Functional, Experiential, Symbolic) How can you help them gain more value?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

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. Ask the following questions based on the internal change you’re reacting to: Has something about your persona (buyers, customers) changed? Has the problem your persona is trying to solve changed?

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

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

OCTOBER 8, 2020

Your sellers don’t know how to use specific content to best advantage. Your sales content doesn’t need that big a push, but it does need some help to ensure your reps use it to best advantage. You can add tags for persona, product, buying stage, region, problem solved—cover all the ways your reps will search for it.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

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. I’ve created more than 400 buyer personas over the last four or five years. A B2B buyer persona should never be treated as a silo. A B2B buyer persona should never be treated as a silo. I can hear you.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 4, 2017

One of the best things about ABM is the first part: the “Account.” If you’re doing ABM well, everything rolls up under the Ideal Customer Profile that represents your best accounts. This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more. ABM definitely goes beyond marketing.

Account Based Marketing 64

Account Based Marketing ABM Lead Ranking Lead Scoring 64

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. They tend to be unsure about the validity of their business case, revising it at least once during their buying process.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

AUGUST 8, 2021

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. When I help clients build buyer personas, I start with status quo. The other is a change management initiative with individualized criteria sales reps lack insight to.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

MARCH 7, 2022

In the hundreds of persona interviews I’ve conducted over the years; price is very seldom the reason for a lost deal. The ones that resulted in no decision, for example, and those with the best fit to your ICP. For a high majority of your lost deals, I’m going to wager that it’s not price. Culture mismatch is more likely.

Ideal Customer Profiles 88

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

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

Plan content initiatives based on content marketing strategy informed by buyer personas, behavioral analysis, and engagement data, and map these initiatives against organizational goals. Research from a few years ago found that companies wasted $0.25 of every dollar spent on content. Such planning and mapping can mitigate the risks.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MAY 23, 2018

If you can only apply resources to one persona effectively, then do that, and do it brilliantly. The best thing we can do as marketers is to learn to be able to stand back from our preferences and focus on what we know to be true about our buyers. What’s relevant to the CIO is not going to be relevant to a director of HR, for example.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118