Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. It would never be purchased without IT involvement and approval. Complete silence.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

OCTOBER 8, 2020

Information to help buyers understand their problem and why to solve it. 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.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

SEPTEMBER 9, 2021

I firmly believe this timing factors into why conversations with sales reps push to the back of the bus. And this isn’t because sales reps don’t have and share information or add value. It’s the type and focus of the information that’s the issue–usually all about your product and functionality. They need help.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JANUARY 27, 2020

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. 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.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MAY 23, 2018

If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation. Buying stage, product line, channel, vertical, and region are some of the other ways we see growth in tagging content.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

MAY 23, 2018

However, conversational messaging for marketing is not the same as whipping out your smartphone to fire off a text to friends or family. Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. Loyalty – ensure your buyers return and buy more to build customer lifetime value (CLV).

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58