Marketing Interactions

SEPTEMBER 20, 2018

This singular focus is a double-edged sword in recurring revenue and subscription business models. This is your opportunity to ensure that you’ve developed customer experiences that result in happy and productive customers. How easy is it to do business with you over time? Are they achieving their desired outcome?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

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. Align your business objectives to their business objectives. Everyone is busy. Can we see them? (Can

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JANUARY 25, 2022

A new product is launching. Change is normal for businesses — and not just at the beginning of the year, as the last two years demonstrated. If your content marketing strategy is based on buyers (not product) – then stick to it. But that means something will have to go to make room/budget for it. Quotas go up.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. 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. That’s no longer true. Confusion is a problem.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

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

MARCH 22, 2022

Think about product-led growth (PLG). It’s also interesting to note if their focus is solely on product information vs. information about outcomes. There’s also value in the business case and being able to quantify whatever your product promises to help them achieve. They can differ…substantially.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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. And this discernment means more efficiency and effectiveness in content ideation, production, and execution. Process Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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…. And it can be.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JANUARY 19, 2020

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

FEBRUARY 20, 2022

It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case. Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. But then our thoughts start swirling around the change involved in the fix. Intent Data Can Be Misleading.

Top of Funnel 88

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

Marketing Interactions

OCTOBER 8, 2020

Unsure about the validity of their business case. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. Wrestling to understand a lot of conflicting information gathered during research. Attempting to reconcile different perspectives in the buying group.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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. 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. How will they know?

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

APRIL 11, 2019

Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. There was no real story, the sends were mostly predicated on new product releases or updates and features or “me, me, look at me, I’m the leader” propaganda. It didn’t take much to attract a crowd.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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. But it is within reach.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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. It also builds momentum toward the outcome or business objective that’s the guiding light for this content. Refine it some more.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

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

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. We’re asking them to think differently than they are today by adopting the approach or product we’re certain can help them reach their goals. But then, neither is change.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

FEBRUARY 17, 2020

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. Content can truly play an active role in facilitating the customer lifecycle from beginning to end.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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? What are my competitors doing about this issue?

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

APRIL 21, 2017

As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. A global business process outsourcing client identified four personas on the buying committee. Volume has become the rallying cry, rather than purpose, meaning, and experiences.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

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. Product arrivals.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 23, 2018

There are several contributing factors to this problem, including: You know too much about your products which makes you biased about what information you think will be useful to your buyers. What you think doesn’t matter unless you are actually a buyer of what you’re selling—and in most B2B product scenarios, you aren’t the buyer.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118