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. Unfortunately for most of us, the product our company sells is likely not the only one of its kind.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

APRIL 18, 2019

We focus on how we think our products align to what our buyers need. Buyers don’t care about your products. We say something like, “productivity increased by 40%.” Understanding the foundation to build on to create engagement that sticks lies in understanding your buyers. We “get” it. But this won’t sway them.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JANUARY 19, 2020

While you can build as many personas as you like, there’s a point of no return that you should be careful not to cross. Which B2B Buyer Personas Should You Build? After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JANUARY 25, 2022

A new product is launching. Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. If you can’t make a commitment in B2B marketing, how do you build trust and become a brand they feel they can rely on? Quotas go up.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

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. At least not in a recognizable way that enables buyers. If they do.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

OCTOBER 5, 2022

Let’s assume your customers have successfully onboarded and are using your product – now what? The guiding premise for retention programs is to help your customers gain more value and success by using your products and services. The psychology is different. Rather than breaking the status quo, you want to strengthen it.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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

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

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

SEPTEMBER 14, 2021

Sales says one thing, marketing messaging says another, and product marketing says something else. Given the who and the learning, what other content do you have that either builds on that or leads your buyers to ask the question it answers? Assess a content asset to answer: Who does the content speak to? What question does it answer?

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

FEBRUARY 17, 2020

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. Mitigating risk. Gaining consensus. Customers: Implementation. Driving adoption.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

AUGUST 15, 2021

Product pages can fall somewhere in the middle. 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. pages, then they’re likely just interested in the information.

Marketing Qualified Leads 62

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

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

MAY 23, 2018

If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation. Not to mention the momentum you can build for improving overall performance. Do you see how this spirals?

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

SEPTEMBER 20, 2018

This is your opportunity to ensure that you’ve developed customer experiences that result in happy and productive customers. Buying a new product or solution is about change management. Implementing the product is one thing, driving user adoption is quite another. How easy is it to do business with you over time?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JUNE 20, 2021

Product managers focus on tactical product features and “cool” things they want everyone to know about—sometimes to the exclusion of the value of the outcomes from the features—which is what buyers and customers care about. Marketing redesigns the website in preparation for a big, new product update. That’s no longer true.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

APRIL 14, 2019

Content must be constructed to link ideas that build the story from problem to solution—and bring the buyer along for the journey. For example, you could say that “doing X will result in increased productivity.” It’s no longer enough to share an idea that piques interest but is so high-level that there’s nothing to do with it.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. 80% of buyers say the customer experience is as important as the product ( source ).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 30, 2017

Just as you can pick up a book and continue ready from where you left off, the culmination of the experiences your audience has must build momentum toward the outcome they expect and need. This is what builds engagement and progression toward the outcomes B2B audiences—and marketers—must achieve.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

NOVEMBER 29, 2021

Buyers hate this because they know they’re going to marked as a lead and bombarded with email, phone calls, and other intrusive attempts by marketers and sales reps trying to place their products. Learn 5 things to build your business case for X during our customer panel. They hate it because they’re not ready.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

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. Build trust in us and their confidence along the way. It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case. Intent Data Can Be Misleading.

Top of Funnel 88

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

Marketing Interactions

DECEMBER 29, 2016

As you work through these questions for every piece of content for a specific audience in relation to solving a problem your product or service solves, you should start to see ways to refine your content, as well as linkages that develop from one content asset to the next. These links will help you create transitions.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

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

SEPTEMBER 9, 2021

It’s the type and focus of the information that’s the issue–usually all about your product and functionality. And, while you’re helping them embrace the idea of the change needed to fix the problem, you’ll be building relationships and engagement that will result in downstream revenue.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

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. We’ve taken the time to map out who’s involved, build personas, create content specific to the situational needs of those roles—as well as the account as a whole. Final Thoughts.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

MAY 21, 2018

Moreover, this unity builds consistency in voice, tone, and style. And this discernment means more efficiency and effectiveness in content ideation, production, and execution. A content operations function determines who owns and oversees content. Process Challenges. Such planning and mapping can mitigate the risks.

Cost 69

Cost Content Marketing Automation Services Work Management 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. There are some valuable benefits to gain, such as: Building trust before your sales reps engage. Aim Earlier with Your B2B Content Marketing Strategy.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

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. Clarity is just as important to those interacting externally with your content as for your internal team productivity. Let’s take a look….

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

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. How do I build the business case? How bad could it be? What are industry trends driving it?

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JUNE 13, 2021

He related an experience from early in his career where he created a story about his company’s product as “true SaaS” and competitors as “fake SaaS.” Instead of control, think about how you can help buyers build confidence in solving the problem. Turns out, they weren’t the least bit interested. Give them choices.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Sales – create urgency for buyers to take action to acquire your products. Loyalty – ensure your buyers return and buy more to build customer lifetime value (CLV). Product arrivals. Product updates. Feedback – learn from a voice-of-customer initiative how to improve your brand’s relevance. Special promotions.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58