Marketing Interactions

SEPTEMBER 26, 2022

A new role now has a major influence on buying decisions for what you sell. Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts. 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

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

JULY 18, 2021

According to the B2B Buying Disconnect Report from Trust Radius , B2B tech buyers hate non-personalized communications. Emotions are also a component of connection with 66% of business buyers saying they have an emotional connection to the brands they buy from. Forrester Business Technographics® Marketing Survey, 2020). Conversation.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

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

OCTOBER 24, 2021

From email to reports to memos and team presentations, and more. If they speak at conferences or on webinars, record, transcribe and use their presentations as source information for content. And I suggest you get buy-in from all parties involved for the areas that concern them. But it’s more than that.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

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?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

MAY 23, 2018

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. Experience Gaps Disconnect Prospects and Customers.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

FEBRUARY 17, 2020

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. Gaining consensus – often this is content for those stakeholders that you won’t have direct access to, or who only show up for the demo or vendor presentation.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JANUARY 3, 2022

Buyers take on buying in addition to their day jobs. Your content will need to connect those dots for the new division, not present off-the-shelf rationale that may not match up with the experiences or use cases of the company they work for. Customers’ challenges and objectives are different than those they had as buyers.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

MARCH 8, 2017

This means consistently, continuously and across the entire buying process and customer lifecycle. And this one presents a huge opportunity for B2B marketers. B2B buying – at least in relation to complex purchases – is not decided by one person, but rather negotiated within groups or buying committees. Yep, I know.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JULY 25, 2021

Natalie Petouhoff says this about ABX (Account-Based Experience) – “ABX is being able to know where the customer is in the buying cycle and using intelligent insights to know when to engage, with what content, and what to say to each and every account.”. Blurring the Lines in Meaning. Is this an example of hyper-relevance?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

AUGUST 1, 2021

Marketing is present throughout the entirety. Fame, defined as awareness at scale makes it easier and lends a sense of comfort for buyers in justifying buying decisions. Maybe my issue with this is I’ve never considered brand and demand to be separate. The need for this hasn’t diminished. You need both.

Demand 69

Demand B2B Marketing Branding Brand Identity 69

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. Did you present a realistic story? I’d also suggest revisiting your case studies and evaluating them for how helpful they are.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JUNE 23, 2017

But obstacles can happen during any stage of the buying process. Research by CEB found internal buying committees reach their height of conflict 37% of the way through the buying process. Obstacles present in a variety of ways. My boss doesn’t buy into this concept and reallocated budget to another project.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

JUNE 20, 2021

Safety and assurance are key emotions in buying and staying decisions. The answers to those questions create the framework for your messaging that presents a compelling story. Confusion also makes it easier for customers to jump to an infinite number of alternatives where they perceive everyone to be on the same page.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62