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Marketing Interactions
OCTOBER 15, 2021
83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. The best thing we can do is empower marketers to address them—and help other teams do so, as well. Edelman/LinkedIn ). Each of the core revenue teams has a role to play.
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. Pretty soon, you notice display ads from a vendor you slightly remember from your search activity—as if they’re stalking you wherever you go online. Intent Data Can Be Misleading.
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Marketing Interactions
AUGUST 15, 2022
This reality just screams for simplicity, context, and relevance from vendors—both marketers and sellers. For years I’ve been talking about the role of vendors in buying as mentors—guides to help buyers navigate the process. We’re still focused on our products and brands as the best option—for everyone who will listen.
Marketing Interactions
FEBRUARY 17, 2020
Content that reinforces the purpose story of your company and solution and elevates your brand beyond “vendor” status. Gaining consensus – often this is content for those stakeholders that you won’t have direct access to, or who only show up for the demo or vendor presentation. Thought leadership content also plays here.
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. This shouldn’t be a news flash > Buyers are driving and they’re choosing the open highways, rather than the vendor-operated toll roads. Buyer Expectations Aren’t as Fickle as Marketing Campaigns.
Marketing Interactions
APRIL 26, 2022
Perhaps the best way for B2B marketers to use personalization is to focus on empathy. And that’s one of the best returns on the investment you make in content available in a B2B complex purchase. Think about how they might “feel” about the situation/problem they’re confronting.
Marketing Interactions
JULY 18, 2021
Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs. The outcome of one experience informs the best action that comes next.
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