Marketing Interactions

article thumbnail

Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

But in a market driven by subscription business models, CS plays a key role in onboarding, retention, and expansion. Here are a few reasons why marketing deserves consideration, supported by research: 47% of CEOs say CMOs most critical role is to grow the business ( Boathouse CMO Insights ). Edelman/LinkedIn ).

article thumbnail

Help Your B2B Buyers Do Their Own Discovery

Marketing Interactions

One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. So, they’re not considered relevant while B2B buyers are dealing with early discovery about the change process they must complete before they can buy anything. A business is an interconnected system.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. There are also the often-discussed changes, including how far along in the process buyers get before involving a vendor. Did you encounter obstacles you weren’t expecting during the buying process?

article thumbnail

B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

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. Where this happens is often in the review process. You’ll find pivotal points that will tell you where they are in their process. Read that again.

article thumbnail

Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. Forrester Business Technographics® Marketing Survey, 2020). Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs.

article thumbnail

Use B2B Buyer Persona Types for Ease and Effectiveness

Marketing Interactions

In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process? I say no, it’s not. Effort should be in line with payoff. 3 B2B Buyer Persona Types.

article thumbnail

Misconceptions About B2B Buyer Personas

Marketing Interactions

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. It’s an involved process that begins with talking to people.