Marketing Interactions

FEBRUARY 15, 2019

I also what to hear what the buying process is like for their buyers/customers. Note: I do this to gain a foundation of insight for the project, but also to involve sales and learn what they want to know that will help them buy into the persona project. You will need their buy-in to use personas successfully in your company.].

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

APRIL 18, 2019

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. See what I mean? Small steps.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JULY 18, 2021

According to the B2B Buying Disconnect Report from Trust Radius , B2B tech buyers hate non-personalized communications. This means identifying where prospects are in their journey to solving a problem and guiding them to advance toward the solution. Helpfulness on your part builds affinity that plays to both of those.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

AUGUST 15, 2021

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. The sales folks who answered the post leaned toward the feeling that their time was valuable, and they weren’t inclined to waste it on those not ready to buy.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

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

SEPTEMBER 20, 2018

This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. In this blog, I’ll cover best practices for B2B marketers to make the shift from funnels to lifecycles to increase ROI and help your customers stick with you for the long run.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

SEPTEMBER 30, 2018

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. From a marketing perspective, context is the set of facts, meaning or circumstances that define a prospect or customer’s intentions or needs in relation to an interaction or experience.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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. Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Keywords and phrases.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

OCTOBER 5, 2022

I’ve been involved in helping clients create a slew of retention programs—more so in the last few years—and I’d like to clear up a few things when thinking about and planning them: Retention programs and onboarding programs are not the same things. Economic, Functional, Experiential, Symbolic) How can you help them gain more value?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

MAY 23, 2018

Experience Gaps Disconnect Prospects and Customers. In complex B2B buying scenarios, content is often directed to early and late stages of the buying process with a gap the size of the Grand Canyon. Visibility into content and analysis of effectiveness are benefits of a well-orchestrated content operation. Change is risk.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

AUGUST 1, 2021

Fame helps build buyer confidence. Fame, defined as awareness at scale makes it easier and lends a sense of comfort for buyers in justifying buying decisions. ABM is not brand marketing, but it needs brand marketing principles to activate experiences that move buyers to what are defined as demand stages.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

JUNE 23, 2017

Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably. Seeing both sides of a pain point is helpful when generating content to address a buyer persona’s needs. But obstacles can happen during any stage of the buying process.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JUNE 20, 2021

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. Jekyll and Mr. Hyde experience of the story.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. Some of these may sound familiar. You may have heard of or even given them lip service before.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118