Marketing Interactions

JULY 18, 2021

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. Forrester Business Technographics® Marketing Survey, 2020). According to the B2B Buying Disconnect Report from Trust Radius , B2B tech buyers hate non-personalized communications. Conversation.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

DECEMBER 21, 2021

We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. Even at the most complex in a B2C purchase—think buying a house. While you can buy a house in a matter of days, it’s likely that buying the technology will take months. Empathy represents emotion.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

SEPTEMBER 26, 2022

A new role now has a major influence on buying decisions for what you sell. Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts. Buying committees are getting bigger. Did you encounter obstacles you weren’t expecting during the buying process?

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JUNE 27, 2021

Creating content for specific stages of the buying process. It could be—with buyer personas built to uncover true insights about attitudes, perspectives, change management, and thought processes of the people who buy and use your products and solutions. Creating compelling and engaging content. Proving the ROI from content marketing.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

APRIL 26, 2022

What is it that puts the humanness in business experiences? Buyers want to be active participants in their buying process. They don’t want to be pushed or bullied down the fanciful funnel you’ve constructed that has nothing to do with the jobs they need to complete to be able to make a buying decision.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

Marketing Interactions

JANUARY 27, 2020

It’s also because buying committees are expanding. In this post, I’d like to share why you should consider persona types to apply effort in consideration of the persona’s impact on buying. Your primary buyer personas portray the decision makers and champions involved across the entirety of the buying process. I say no, it’s not.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JULY 25, 2019

Let’s back it up with a few more stats: 82% of VPs say not understanding content slows down the buying process ( source ). At last count by CEB (Gartner), there are nearly 7 people involved in a B2B buying decision. If that doesn’t scare you, it should. 70% of content sits unused (Sirius Decisions).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JUNE 23, 2017

Demonstrate their relationships to other members of the buying committee. Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Align your business objectives to their business objectives. Everyone is busy. Can we see them?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

NOVEMBER 29, 2021

B2B buyers are not buyers until they decide they’re ready to solve the problem by buying a solution. Buying is more complex – more people need to agree, more systems need to be integrated. Buyer confidence is lacking – therefore they abandon buying because they can’t justify a purchase decision. Based on context.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

OCTOBER 8, 2020

From creating brand awareness, positioning your products against competitors, and attracting your target audience to creating buying intent and building customer loyalty, lifetime value, and advocacy. Sales content must focus on creating buying intent. Content’s jobs are never done. Even more challenging is keeping track of it.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JANUARY 25, 2022

Change is normal for businesses — and not just at the beginning of the year, as the last two years demonstrated. One of the most common memories of B2B buyers asked about their last buying experience is how complex, overwhelming, and difficult it was. They also want buying to be faster. Regulation’s shift, opening a new market.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

SEPTEMBER 20, 2018

This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. This singular focus is a double-edged sword in recurring revenue and subscription business models. How easy is it to do business with you over time? How can you help them get more value?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MARCH 25, 2023

Granted, the report is based on responses from only 175 business decision makers. They’re afraid they’ll turn away business if they look limited in scope. The Power of Provocation Report finds that 75% of executives find the feeling of innovating or making progress the biggest motivation when making significant business decisions.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

OCTOBER 24, 2021

SMEs are busy folks. Everyone is a writer in today’s business world. Remember, they’re busy. What impact do they have on your customer’s business? For example, end users will value different things than business leaders). And I suggest you get buy-in from all parties involved for the areas that concern them.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

FEBRUARY 17, 2020

Even if we look just at demand generation, marketers say content is much more effective in the early stages than it is at the mid and late stages of the buying process. Done well, it can also be used help to deconflict the various information brought back by the buying committee that stalls deals—sometimes permanently.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

MAY 23, 2018

In complex B2B buying scenarios, content is often directed to early and late stages of the buying process with a gap the size of the Grand Canyon. The result is improved customer experiences that provide value to your audiences and align with your company’s business objectives. Experience Gaps Disconnect Prospects and Customers.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

MAY 21, 2018

Measuring individual clicks doesn’t tell enough of the story for a complex B2B buying journey. Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions. What’s the click-through rate from the content where you sent them?

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

DECEMBER 29, 2016

What you need to reach scale is a content marketing program that does what it’s supposed to do: quantifiably contribute to the achievement of business objectives. What stage of the buying process does it address? It also builds momentum toward the outcome or business objective that’s the guiding light for this content.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

SEPTEMBER 30, 2018

It’s not something you can buy and own. It is at this stage that digital marketing will reach its potential to drive sustainable and continuous business growth and influence the adoption of a relevance mindset across the organization. Scenarios of irrelevance play out every day. It’s likely you are on the receiving end of many of them.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 23, 2017

But obstacles can happen during any stage of the buying process. Research by CEB found internal buying committees reach their height of conflict 37% of the way through the buying process. My boss doesn’t buy into this concept and reallocated budget to another project. How do I build the business case?

Buyer Personas 64

Buyer Personas B2B Marketing Marketing Strategy Marketing & Strategy 64

Marketing Interactions

APRIL 21, 2017

A technology client with a complex buying process that could last three years produced a nurturing program that addressed the tasks of a job to be done in the oil and gas industry. A global business process outsourcing client identified four personas on the buying committee.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JANUARY 30, 2017

B2B Marketers need to change their thinking and approach if they want to create compelling experiences that align with buyers, as well as business objectives. You can go buy another copy of the book. ” Compassion, therefore, needs to be extended to all the stakeholders involved in the buying or renewal process.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

OCTOBER 5, 2022

Just as your marketing programs nurture net-new buyers across lengthy buying cycles, retention programs must kick in after onboarding and continue across the customer lifecycle. Another report finds improving CX is a top three objective as well as a top 3 challenge for B2B marketers.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 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. Content marketing isn’t a campaign; it’s an ongoing and sustainable business function that, done well, drives business growth. Let’s take a look….

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. Safety and assurance are key emotions in buying and staying decisions. All go-to-market and customer programs run on messaging. However, the different roles on revenue teams often create conflict with the messaging each of them chooses to use.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MAY 23, 2018

Text messaging is growing in preference as a communication channel between businesses, business professionals and consumers. An advanced messaging platform is a business tool that requires a strategy for your SMS campaign—just as a marketing automation platform requires for your email marketing campaign.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 23, 2018

The arc is what allows content to shift along with the perspective of your buyers as they learn more, choose to buy, become customers, and find even more value using your product effectively. Tie Back to Business Priorities. The executive team doesn’t care about marketing metrics unless they tie to business and revenue goals.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118