Marketing Interactions

OCTOBER 24, 2021

Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. I’d wager a guess that it’s because you haven’t created personas or done the audience/customer research to really understand their roles and perspectives in relation to the problem your solution solves. Remember, they’re busy.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

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

FEBRUARY 17, 2020

Some of the reason for this disconnect could be found in research done by Corporate Visions that finds 58% of brands message the same to a new logo as they do to existing customers. What new questions or curiosity did the information uncover for them? Yet they’re using it for every phase of the customer lifecycle. If not, it should.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

APRIL 21, 2017

Yet research finds that anywhere from 60% (Sirius Decisions) to 90% (Corporate Visions) of branded content is not used. Within a job to be done are many needs or tasks to be completed that require information, learning, and gathering the criteria for decision making and change management. But the body of the article was the same.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

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. There’s research that finds that a majority of B2B content is never used. I’ve heard—and continue to hear—sentiments like these from marketers.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118

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. Loyalty – ensure your buyers return and buy more to build customer lifetime value (CLV). Send a text that offers them information or a promotion if they text back a keyword. How to join.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JUNE 23, 2017

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. It can be like herding cats because our financial information is so hard to use.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64