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

JANUARY 27, 2020

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. Both primary and mini buyer personas must have customer and/or prospect interviews to learn insights verbatim.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

SEPTEMBER 20, 2018

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? One of the biggest challenges marketers face is understanding their prospects and buyers and breaking through the noise to engage them. Are they achieving their desired outcome?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

OCTOBER 5, 2022

Executive marketing leaders cite increasing retention as their second most important objective showing they realize the precariousness of relying mostly on net-new business to drive revenue growth. There must be an even bigger reward for customer engagement than prospect engagement. After all, there’s more to lose….

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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. Hank Barnes said it recently, “The one thing you want to know about your prospects is the organizational attitude toward change.” Value is both qualitative and quantitative. It’s important to understand the weighting.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 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. Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Can we see them?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. 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. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 20, 2021

B2B messaging is a key component of doing business. Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. All go-to-market and customer programs run on messaging.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

APRIL 11, 2019

Channels have been added nearly every year and as consumers (and business buyers) became internet savvy, they wrested control away from the brands who used to decide what information they should have. It didn’t take much to attract a crowd. The Evolution of Content. Fast forward to today and the produced content is staggering in volume.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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. To move beyond the transaction, you must consider what you want your prospects and customers to do. Every business has a need for transactional messages.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

JUNE 23, 2017

How do I build the business case? If a prospect doesn’t fall within your set parameters, you don’t need to spend resources on them. What are my competitors doing about this issue? What are industry trends driving it? What will it take to convince Harry, Steve, and Diana to get on board? What does the value look like for me?

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 23, 2018

Tie Back to Business Priorities. The executive team doesn’t care about marketing metrics unless they tie to business and revenue goals. I’ve often found marketing teams that are really an order desk for the content that sales teams request—often on a whim or for what a sales rep thinks will sway a specific prospect.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118