Marketing Interactions

SEPTEMBER 26, 2022

A new role now has a major influence on buying decisions for what you sell. The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. 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

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. There’s only one of four components that marketers can weigh in on.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

NOVEMBER 2, 2021

Ask them to include the role of the person, industry, company, the related problem, and product along with the question. 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. You get the idea.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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 31, 2022

I’ve seen it and continue to see it morph into ever more confusing loops and detours as new channels come online, uncertainty increases with impending economic challenges, supply chain disruptions—you name it, the challenges continue to shift how buyers approach buying. Buying stages are an inside job. Dark social is in full play.

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. Proving the ROI from content marketing. What you can learn is often surprising.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

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. If that doesn’t scare you, it should. 70% of content sits unused (Sirius Decisions).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

APRIL 14, 2019

The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Buyers say there’s too much content and much of it is too hard for them to understand, delaying their buying process, and often their decisions. Content-Driven Conversations Rely on Nuance.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JULY 25, 2021

Hyper-personalized. Science Daily explains hyperactivity as: “Hyperactivity can be described as a physical state in which a person is abnormally and easily excitable or exuberant. Strong emotional reactions, impulsive behavior, and a short span of attention are also typical for a hyperactive person.”. Hyper personalization?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

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. 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

AUGUST 15, 2021

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. B2B buyers consume at least 13 content assets during their buying process. Are they viewing the content designed for the role they play in the buying decision?

Marketing Qualified Leads 62

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

Marketing Interactions

MARCH 8, 2017

This means consistently, continuously and across the entire buying process and customer lifecycle. This remains true today—whether applied to a personal or professional context. B2B buying – at least in relation to complex purchases – is not decided by one person, but rather negotiated within groups or buying committees.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

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. Who typically makes the final decision to buy? Why would they choose not to buy from us? Keywords and phrases.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

FEBRUARY 17, 2020

B2B Marketers say: Our personalization efforts are mostly ineffective. Even if we look just at demand generation, marketers say content is much more effective in the early stages than it is at the mid and late stages of the buying process. Provide substance over style. I want insights that help me see things relevant to me in new ways.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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. All of those things are in their medium-high and medium priorities in the graphic above.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

OCTOBER 24, 2021

So here are some ideas about how to get the information you need from SMEs to either create content based on their knowledge and expertise, or to help them create bylined content that builds their personal brand along with your company’s. And I suggest you get buy-in from all parties involved for the areas that concern them.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JUNE 23, 2017

It’s written in the first person as if they are talking to you. The first person perspective brings the persona up close, making them more reachable. First person allows you to see Sally’s personality. But obstacles can happen during any stage of the buying process. A Day in the Life. They ask a question.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MARCH 25, 2023

Speak to them personally. Customer success mostly has insights to those using your products, not buying them. But when the buyer sees several choices as viable, positivity related to a brand can sway their choice. Relevance: The Gorgeousness of B2B Content Marketing Pick your tribe and put a stake in the ground. Define your ICP.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. It’s not something you can buy and own. Consumers and business buyers have similar opinions about vendor content – that it’s less trustworthy, biased, and not a significant influencer across the buying process.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far. The result?

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

DECEMBER 26, 2016

This person or board sets the mission, strategy, and rules of engagement for content and its creation and use cross-functionally. 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.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JUNE 13, 2021

Break the Personalization Assumption. Marketers are all wrapped around the axle on personalization. So perhaps we need to think more about understanding and helping than knowing about more personal stuff. In case you’ve been under a rock for the last five or so years, buyers have taken control of how they buy.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

APRIL 21, 2017

So is talking to customers to hear the reality from them personally. There was no wavering, no doubt on his side that it was a deciding factor. Sure, I’ve heard customers say that case studies and testimonials are important.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100