Marketing Interactions

OCTOBER 15, 2021

Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is something I’m thinking a lot about given the shift to self-reliance. Edelman/LinkedIn ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

MARCH 7, 2022

Better yet, how might you resurrect buying intent? I recently wrote about B2B nurturing for net new vs. existing customers. Instead, consider the opportunities that were unable to make a buying decision or those who lost budget or priority. Close to half of buying opportunities result in no decision.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

JANUARY 15, 2023

My friend, Dave Brock , recently penned a post, Buyers Using ChatGPT , where he approached it from a sales perspective and suggests his readers: “Think of the power available to buyers in leveraging these tools to help them think about their buying process.”. He wraps up the post with more questions for sellers to ponder and get in front of.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

NOVEMBER 2, 2021

Most marketers still struggle to understand what’s relevant to their buyers and customers. In the customer interviews you conduct to build personas. From marketing to product to sales to customer success to UX designers, and more. Most importantly, talk to your customers. So, where do you find buyer questions?

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

AUGUST 24, 2021

Buyers need to complete specific jobs before consensus can be reached for a buying decision. Gartner defines buyer enablement as, “…the provision of information and/or tools to customers that support the completion of their buying jobs.”. What about the potential customers who haven’t reached that point? We need to.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

SEPTEMBER 9, 2021

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. There’s an entire change management process buyers must navigate before your potential customer is wearing their buyer hat. ABM is a Great Construct for B2B Buyer Discovery.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JANUARY 19, 2020

After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers. If you build personas in a vacuum, you could end up with a database of contacts that sales reps have no interest in talking to and who won’t ever buy from you.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

MARCH 22, 2022

As B2B buyers change and evolve, we need a qualification method that matches their role in the buying process—as the driver. In many of the persona interviews I’ve done over the last few years, many buying decisions had no pre-existing, approved budget. Authority: I talk to a ton of my client’s customers.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 26, 2022

I’m also talking about generational growth, pandemics, and changing customer preferences. A new role now has a major influence on buying decisions for what you sell. Your buyers and customers are not. Buying committees are getting bigger. Did you encounter obstacles you weren’t expecting during the buying process?

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JULY 31, 2022

Content should be helpful for both customers and buyers…everyone consuming it. Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. Buying stages are an inside job.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

JUNE 27, 2021

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. Now, go talk to buyers and customers. Now, go talk to buyers and customers.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

NOVEMBER 15, 2021

You can have interest without intent, but it’s unlikely you’ll have intent that indicates propensity to buy without interest. Therefore, we can expand the dependencies a bit further in B2B marketing and selling by recognizing that interest must be sustainable, and intent must include the ability and willingness to act (buy).

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

FEBRUARY 7, 2020

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. The idea that if we cram everything into a 3-week campaign, we can force our prospects into speaking with our sales reps and buying. Yet we still think we can force buyers to buy on our timeline.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

DECEMBER 21, 2021

Even at the most complex in a B2C purchase—think buying a house. This transaction is still less complex than buying a collaboration technology for a company with 1,000 users where you must gain the consensus of 10 colleagues with different priorities whom you don’t know all that well to make the purchase. Empathy represents emotion.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

OCTOBER 8, 2020

Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. When evaluating the value of your content, consider whether it includes: Valuable tips, insights, expertise your buyers and customers can use. The Job of Sales Content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

APRIL 26, 2022

The experiences we create for the public, our buyers, our customers all have an impact. The closer you can get to your buyers and customers seeing your story as their story, the more humanness will be perceived as present in our content experiences. Buyers want to be active participants in their buying process.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

Marketing Interactions

SEPTEMBER 20, 2018

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. Develop a Clear Customer Engagement Strategy.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

NOVEMBER 29, 2021

B2B buyers are not buyers until they decide they’re ready to solve the problem by buying a solution. Buying is more complex – more people need to agree, more systems need to be integrated. Buyer confidence is lacking – therefore they abandon buying because they can’t justify a purchase decision. Based on context.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

APRIL 18, 2019

If your buyers were where you are, they’d be customers by now. Marketers love to tout the big ROI numbers our customers get. Complex Buying Processes Require Small Shifts. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate. We “get” it. But this won’t sway them.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JULY 25, 2019

Let’s back it up with a few more stats: 82% of VPs say not understanding content slows down the buying process ( source ). 80% of buyers say the customer experience is as important as the product ( source ). At last count by CEB (Gartner), there are nearly 7 people involved in a B2B buying decision.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JUNE 23, 2017

Demonstrate their relationships to other members of the buying committee. Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Enable collaboration among marketing, product, sales, and customer service for a consistent experience.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JANUARY 27, 2020

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. Your primary buyer personas portray the decision makers and champions involved across the entirety of the buying process. I say no, it’s not.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JANUARY 25, 2022

One of the most common memories of B2B buyers asked about their last buying experience is how complex, overwhelming, and difficult it was. They also want buying to be faster. And never forget that if your campaign is shorter than the buy cycle, you’re abandoning your buyer with a dead-end. They expect commitment.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JULY 18, 2021

According to the B2B Buying Disconnect Report from Trust Radius , B2B tech buyers hate non-personalized communications. Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs. Forrester Business Technographics® Marketing Survey, 2020). Conversation.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

SEPTEMBER 14, 2021

Silos are the fuel for leaps of faith because our customer-facing teams aren’t all on the same page so messaging becomes confusing for buyers. If not that it’s irritating and asking your buyer for a leap of faith that their experience as a customer won’t be as disjointed. With all the data we have, this is kind of criminal.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

MARCH 25, 2023

Sixty-nine percent of customers are unlikely to expand contracts if content isn’t helpful or valuable. However, this research makes the case that it’s important to understand that quality content is needed across the entire customer journey, not just for net-new buyers. Start by talking to buyers and customers. Define your ICP.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

MARCH 8, 2017

This means consistently, continuously and across the entire buying process and customer lifecycle. B2B buying – at least in relation to complex purchases – is not decided by one person, but rather negotiated within groups or buying committees. A Look at B2B Buying Dynamics. Yep, I know.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

OCTOBER 24, 2021

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. Identify value that your customers care about. What enabled your customers to get these outcomes from your product?

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JUNE 20, 2021

All go-to-market and customer programs run on messaging. 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. Safety and assurance are key emotions in buying and staying decisions.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JANUARY 30, 2017

Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and need to have with us. We need to do the foundational work that sets up our B2B Marketing Strategies for the successful creation of experiences that meet our buyers’ and customers’ expectations.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JULY 25, 2021

Shouldn’t we master the basics of what our buyers and customers want today before we try to go for hyper-anything? But, in most cases, it’s hardly the most relevant, empathetic, or surprising the customer with something she didn’t already know.”. If your customer wanted to stay the same person they are today, they don’t need you.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

SEPTEMBER 30, 2018

A good customer experience must be relevant. It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Irrelevance: Being irrelevant is being beside the point, immaterial, unconnected, unrelated or inapplicable to what your prospects or customers care about.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 23, 2018

In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. Your prospects and customers won’t think, “Oh, that was Joe in Department X.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

MAY 23, 2018

Content has become almost as much of a product as the actual products and solutions your company provides to your customers. When properly implemented, it unifies the customer experience across all departments and channels and allows marketers to focus on authentic, resonant messaging that drives revenue and growth. Budget Deficits.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

AUGUST 1, 2021

The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. Therefore, brand supports and activates demand while demand completes the virtuous loop of delivering on the promises made by brand interactions to acquire customers, thereby creating advocates that evangelize the brand.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

MAY 21, 2018

Measuring individual clicks doesn’t tell enough of the story for a complex B2B buying journey. Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions. Evaluate your content’s relevance to potential customers with: Dwell time.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 23, 2017

A Day in the Life” establishes a shared view of the customer across the organization. This level of detail highlights long-tail keywords for top of the funnel SEO, provided you’ve chosen phrases your customers also use. But obstacles can happen during any stage of the buying process. Obstacles present in a variety of ways.

Buyer Personas 64

Buyer Personas B2B Marketing Marketing Strategy Marketing & Strategy 64