Marketing Interactions

JANUARY 25, 2022

A new product is launching. But, unless your B2B content marketing strategy and programs sucked last year, taking a clean slate approach is not the best idea. If your content marketing strategy is based on buyers (not product) – then stick to it. Quotas go up. And everyone’s favorite: Budgets get slashed!

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

MARCH 7, 2022

They have a recognized problem to solve that matches the solution your products or services provide. Product Roadmap Updates: In some cases, you may have lost a deal because you didn’t have a specific capability your buyer wanted. Focus on what you know is important to them, not on your product. Neither is the optimal choice.

Ideal Customer Profiles 88

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

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. It takes “the way you’ve always done it” and pushes it out until buyers are ready to receive product information and consider choosing a solution. They are sales-driven, not buyer-driven.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

FEBRUARY 17, 2020

It should also show them how to best prepare for the implementation to accelerate time to value. Creating advocacy is the best way to ensure your customers have a stake in the ground in the success of your company. And stay with you because it wouldn’t be in their best interests to switch. Isn’t that the point?

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. Yet, the product is an IT product that will benefit first and foremost IT.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

MAY 23, 2018

Content has become almost as much of a product as the actual products and solutions your company provides to your customers. Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

JUNE 23, 2017

An in-depth buyer persona will: Describe their perspective on your product based on what they want to achieve. Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Select members related to the focus of the project from sales, product marketing, and line of business management.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. We need a campaign for Q2 to generate #X leads/demands for product A. 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.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 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

FEBRUARY 20, 2022

Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. The trick is that it’s not the best use of your sellers’ time to rely on them to teach buyers about the problem. That all takes time, research and political negotiations depending on company culture.

Top of Funnel 88

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

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

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. There was no real story, the sends were mostly predicated on new product releases or updates and features or “me, me, look at me, I’m the leader” propaganda. And something else happened along the way.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

SEPTEMBER 30, 2018

These two quadrants are based on an inside-out approach that puts the company and its products first. An example could be a report created to speak to challenges faced by a target audience and shared with that target audience while at the same time sending out product-focused promotions to the entire database.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

And this discernment means more efficiency and effectiveness in content ideation, production, and execution. Coordinated workflows and processes are vital to ensure that teams address dependencies in content creation in the order needed and that content production flows smoothly. Process Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. As applied to the three examples above, they might look like: Inefficient workflows make our products late to market, costing us market share. Always remember to define the “what” that applies the persona’s perspective to the objective.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

MARCH 8, 2017

Depending on when the obstacles arise during the buying process, some of these sharing suggestions may be best delivered by sales reps and can be produced as sales enablement content. Get to know the dynamics of the buying committees and find ways to help them work together more productively. After all – 23.8%

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MAY 23, 2018

Sales – create urgency for buyers to take action to acquire your products. Product arrivals. Product updates. Best practices advise 2 to 4 messages per month. The transactional CTA is the same as an email: a link to a content asset, such as a product in your catalog, a video, an infographic, or a short blog post.

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

There are several contributing factors to this problem, including: You know too much about your products which makes you biased about what information you think will be useful to your buyers. What you think doesn’t matter unless you are actually a buyer of what you’re selling—and in most B2B product scenarios, you aren’t the buyer.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118