Marketing Interactions

JANUARY 27, 2020

This person is not likely to be in your database or to pursue learning about your company and solutions on their own. The last thing you need is for them to be unfamiliar when your primary persona presents the business case and have to back pedal to build enough confidence to mitigate any risk perceptions that stall the deal.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JUNE 27, 2021

It’s mission, business objectives and core values to help you weave a thread of company/account relevance throughout your communications, content, and messaging. You’d think we’d be making progress. But the above three findings from 2021 reports indicate that’s not true for close to half of the marketers who participated in the research.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

SEPTEMBER 9, 2021

If your buyer identifies technology, then is it an upgrade, an integration with a point solution, or perhaps using a technology used elsewhere in the business that could solve the problem. A business is an interconnected system. If your buyer identifies people, then perhaps they look for training or coaching. How will they know?

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 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. 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 Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. In cases like this, it’s usually because no one person has control of the umbrella story and how it rolls out across the revenue team. All go-to-market and customer programs run on messaging. The result? Confusion for your revenue team and for your buyers and customers.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JUNE 23, 2017

Align your business objectives to their business objectives. Select members related to the focus of the project from sales, product marketing, and line of business management. Everyone is busy. What do they need to build the business case? Contribute to a consensus on what constitutes a qualified lead.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

Text messaging in business is often thought of as purely transactional. They tend to be static, which can result in increasing the gap between your business and your customers. Conversational SMS messaging platforms provide the tools you need to engage with customers in a personalized way that scales easily through automation.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

JULY 25, 2019

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. This way you can address integrations for IT, user adoption for HR, winning net-new logos for Sales, and all the other perspectives, tying them to that core message.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

MAY 21, 2018

Unfortunately, many factors hinder team collaboration: marketers are too darn busy; the work culture doesn’t promote collaboration; teams don’t know they should be collaborating in the first place. In other words, no one person or function administers content marketing. Point Solutions.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MARCH 22, 2022

There’s also value in the business case and being able to quantify whatever your product promises to help them achieve. Just one person from the account, or is a group forming? Value is both qualitative and quantitative. It’s important to understand the weighting. And how much of the buying committee is showing interest?

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

FEBRUARY 17, 2020

B2B Marketers say: Our personalization efforts are mostly ineffective. Help to drive feature and function adoption and continuously provide tips, tricks, training and support to ensure it becomes a relied upon tool in your customers’ arsenal for the way business gets done. Provide substance over style.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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? And on and on.

Buyer Personas 64

Buyer Personas B2B Marketing Marketing Strategy Marketing & Strategy 64

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. 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. Bridge the Gap , 2018, Ytel].

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58