Marketing Interactions

SEPTEMBER 26, 2022

The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. If you’re not sure you’re targeting the right buyer personas, start by asking your sales reps to identify everyone involved in won deals – even if they didn’t interact personally with them.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

NOVEMBER 2, 2021

Building engagement. In the customer interviews you conduct to build personas. Ask them to include the role of the person, industry, company, the related problem, and product along with the question. To lay this out and organize your questions, I find it easiest to build what I call a Contextual Messaging Framework.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 17, 2020

B2B Marketers say: Our personalization efforts are mostly ineffective. Let’s look at how shifts in context build the story of change for your buyers. Future vision – content that builds off the vision marketing helped establish – continuity content that reinforces the value they’ll realize with the problem solved.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

MAY 23, 2018

In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. Not to mention the momentum you can build for improving overall performance.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

APRIL 14, 2019

To level the playing field, marketers must focus on personalized and connected messaging—and they must do so competently, consistently, and at scale. Content must be constructed to link ideas that build the story from problem to solution—and bring the buyer along for the journey. The idea is that no content should be a dead end.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JANUARY 27, 2020

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. Building actionable personas takes a fair bit of time and effort. This person is not likely to be in your database or to pursue learning about your company and solutions on their own.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

AUGUST 15, 2022

Therefore, if we stay at a high level focused on organizational growth, we’re trying to talk to everyone about nothing they care about personally/professionally. Building Confidence is Crucial for Consensus. Sure, “growth” is top of mind, but how they contribute to achieving it differs depending on who they are. No regrets.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

OCTOBER 24, 2021

So here are some ideas about how to get the information you need from SMEs to either create content based on their knowledge and expertise, or to help them create bylined content that builds their personal brand along with your company’s.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

AUGUST 8, 2021

They must exhaust all their options, from workarounds with existing software to a custom build they can control before an agreement for change with consideration of an external solution can happen. When I help clients build buyer personas, I start with status quo. Sounds dismal for marketers and sellers, doesn’t it?

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

MARCH 25, 2023

Speak to them personally. Yes, dare I say it – build or revamp buyer personas. Relevance: The Gorgeousness of B2B Content Marketing Pick your tribe and put a stake in the ground. Not to what you imagine a generic title may care about. You can’t create relevant B2B content using a foundation of opinion and bias.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

SEPTEMBER 20, 2018

This has become a driving principle for account-based marketing, but it’s an imperative for building customer relationships, as well. Similarly, if only one person at the company knows how to use your solution and he or she leaves, you’re left with an orphaned solution destined to become shelfware, which leads to a lost customer.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

AUGUST 15, 2021

The issue with scoring is that it’s mostly based on activity, not dependent on topic or viewing related topical pages that build a storyline based on problem-to-solution and would indicate interest level. It’s also helpful to know if it’s one person or more than one, indicating account interest.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

JUNE 23, 2017

What do they need to build the business case? Even though they make the final decision, if most of the research, evaluation, and building of the business case is done at a lower level, that’s where your focus should be. Step 4: The B2B Buyer Persona Build. Who typically makes the final decision to buy?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

SEPTEMBER 9, 2021

When surprises happen, such as overlooked stakeholders showing up, stalls follow bringing that person up to speed and consensus could falter as stakeholders revisit once completed jobs. It must be reached continuously at each step, or the buying committee cannot move forward. You’re not just engaging and helping one contact advance.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far. The result?

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JUNE 23, 2017

It’s written in the first person as if they are talking to you. The first person perspective brings the persona up close, making them more reachable. First person allows you to see Sally’s personality. How do I build the business case? A Day in the Life. Which one of these inspires you more? How bad could it be?

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Each person can see how they can get what they want but also be seen as contributors to the company’s overall business objective of growth. Way too much time and effort is spent on content to have it sit languishing on a server or fail to do its job.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

DECEMBER 26, 2016

For it’s not about the quantity of consumption, but the quality of the engagement that content produces and how it impacts revenue that builds—and sustains—the business case. This person or board sets the mission, strategy, and rules of engagement for content and its creation and use cross-functionally. Let’s take a look….

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. Becoming this relevant to your audience and building this type of credibility in your communities is what this book will help digital marketers to accomplish. Bridge the Gap , 2018, Ytel]. Widen Connectivity Report , 2018.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

In other words, no one person or function administers content marketing. Moreover, this unity builds consistency in voice, tone, and style. Many B2B companies conduct content marketing in silos of departments, and the various teams never speak with each other (see collaboration above).

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 13, 2021

Break the Personalization Assumption. Marketers are all wrapped around the axle on personalization. So perhaps we need to think more about understanding and helping than knowing about more personal stuff. Instead of control, think about how you can help buyers build confidence in solving the problem. Give them choices.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174