Remove differences work

Marketing Interactions

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Be intent on solving the problem by buying a solution. Attempting to reconcile different perspectives in the buying group. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. This said, Gartner finds that buyers struggle with a lack of confidence in making buying decisions.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. Together, the combo can help you combat the lack of consensus, the stallers, and the regret that looms large— at 56% of buying organizations —per Gartner’s research.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Better yet, how might you resurrect buying intent? Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. Instead, consider the opportunities that were unable to make a buying decision or those who lost budget or priority. Why did you lose that opportunity?

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. Which competitors do you see show up the most when you’re working deals?

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

Do you see the difference? You can have interest without intent, but it’s unlikely you’ll have intent that indicates propensity to buy without interest. One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. Interest is curiosity realized.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

It doesn’t mean buy something new. Let’s work through it > an unwelcome situation could invite a variety of responses, including: Ignoring it and hoping it goes away. Convincing yourself and other stakeholders radical change (buying something new) is necessary. So, buying stalls. Asking someone else to deal with it.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

Buyers need to complete specific jobs before consensus can be reached for a buying decision. What about outcomes, strategic value for different stakeholders, and future vision? Gartner defines buyer enablement as, “…the provision of information and/or tools to customers that support the completion of their buying jobs.”.