Marketing Interactions

MARCH 7, 2022

They have a recognized problem to solve that matches the solution your products or services provide. Can’t determine the differences between vendors to validate and justify a choice. They don’t need basic education, they need an advanced, more personalized program. Neither is the optimal choice.

Ideal Customer Profiles 88

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

Marketing Interactions

FEBRUARY 8, 2022

Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. But making the transition from “ product delusion ” to buyer-driven is not going well. Unite Around Buyers, Not Products. Their degree of education about the problem and ways to solve it.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

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

FEBRUARY 17, 2020

Of course, it’s truly difficult to nail context if you haven’t done the work to understand your buyers and customers at different points in the life cycle. Let’s look at how shifts in context build the story of change for your buyers. No wonder effectiveness is lacking. Something is missing. That something is context. Driving adoption.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

SEPTEMBER 9, 2021

It’s the type and focus of the information that’s the issue–usually all about your product and functionality. This may differ depending on the type of problem diagnosed. As Hank Barnes asked at the end of this post , “Can we afford not to educate and guide our prospects on how to buy effectively?”.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JUNE 23, 2017

Consider the difference between these two descriptions: Version 1. 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.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64