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

NOVEMBER 2, 2021

For example, if you ask your customer what they needed to learn to decide to buy, their answers can be reverse engineered into the questions that were top of mind during their buying process. But you need to ask them the right questions to get to the questions they needed to ask to advance at each stage of their buying process.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

MARCH 7, 2022

Better yet, how might you resurrect buying intent? 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. This article will help you think through the gap between buying and selling. Worth a shot?

Ideal Customer Profiles 88

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

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

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.”. Qualified buyers (and buying committees) who welcome sales rep conversations.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

SEPTEMBER 26, 2022

A new role now has a major influence on buying decisions for what you sell. Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. Buying committees are getting bigger. A Few Reasons an Update to Buyer Personas is Wise.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

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

NOVEMBER 29, 2021

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. Options for Helping Buyers Show Intent to Buy.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

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

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 ). At last count by CEB (Gartner), there are nearly 7 people involved in a B2B buying decision. Marketing cares about lead generation and brand awareness. If that doesn’t scare you, it should.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

APRIL 18, 2019

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. Continuing this engagement requires that you lay out the small shifts in change that your buyers need to accept in order to buy. Asking for big swings doesn’t work.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 14, 2021

An early-stage lead downloads a paper that expands on the nature of the problem they’re looking to solve but then sales reaches out with a demo or meeting request – that’s the ultimate leap. Given the who and the learning, what other content do you have that either builds on that or leads your buyers to ask the question it answers?

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

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. Buying a new product or solution is about change management. Gaining the outcome promised during the buying process is the minimal viable return your customers will expect and demand.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. And nearly half of them describe their lead conversion efforts as “sketchy.”. The result is its State of the Conversation Report.

Conversion 82

Conversion B2B Top of Funnel Stats 82

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. Contribute to a consensus on what constitutes a qualified lead. Who typically makes the final decision to buy?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 23, 2018

Take the top priority: Generating New Leads. 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.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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. Ascending lead scores. Don’t Let Your Content Become a Dead End.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

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. But there’s always a caveat.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 4, 2017

We need a campaign for Q2 to generate #X leads/demands for product A. ABM makes your company focus on the entirety of the buying or change management process. Marketing no longer needs to toss leads over the wall to an uninterested sales team. Marketing is no longer about lead volume. We’re in the same boat.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

SEPTEMBER 21, 2021

Like Pillar content or content designed to drive “lead” gen. And you filter out the people who won’t ever buy from you, just waste your sales reps’ time. Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. Their findings gave me pause. POV plays a role in driving affinity.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

JANUARY 3, 2022

Buyers take on buying in addition to their day jobs. Nurturing is the story that supports the journey of buying across the entirety of the change process. Namely: In B2B complex purchases, the end users are often not the buyers you sold to, so your audience has shifted. Let’s be clear about one thing: B2B nurturing is not a campaign.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JANUARY 30, 2017

You can go buy another copy of the book. ” Compassion, therefore, needs to be extended to all the stakeholders involved in the buying or renewal process. Telling a continuous story over a longer-term buying process can feel repetitive. You’re on chapter 5 and the hero has just experienced a major setback.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

OCTOBER 5, 2022

Just as your marketing programs nurture net-new buyers across lengthy buying cycles, retention programs must kick in after onboarding and continue across the customer lifecycle. And finally, as RevOps adoption grows , alignment between marketing, sales, and customer success will only get stronger.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

DECEMBER 26, 2016

Clarity leads to consistency. Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process. Consistency produces the guard rails you need to stay on track which leads to control. Consistency.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

APRIL 21, 2017

Make content easier to access (shorter lead gen forms). Make content easier to access (shorter lead gen forms). Make content easier to access (shorter lead gen forms). Curb the sales messaging. Add more insight from industry thought leaders/analysts. Provide more benchmarking data. Curb the sales messaging.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

JUNE 13, 2021

In case you’ve been under a rock for the last five or so years, buyers have taken control of how they buy. They don’t buy linearly, and they expect consistency across all interactions with you on whatever channel they’re using. Turns out, they weren’t the least bit interested. Break the Illusion of Control.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. Leads – acquire new leads and develop them into sales-ready buyers. Loyalty – ensure your buyers return and buy more to build customer lifetime value (CLV).

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

A single asset is unlikely to do that when buyers admit they’re doing more research, buy cycles are taking them longer, more people are involved, and confidence in the ability to justify decisions is flagging. It’s time for marketers to go way beyond top of funnel, or a focus on lead acquisition. Ardath Albee.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

The arc is what allows content to shift along with the perspective of your buyers as they learn more, choose to buy, become customers, and find even more value using your product effectively. It takes more than a form completion to generate a lead. Tie Back to Business Priorities. Real Qualification.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118