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? Which ones?

Marketing Qualified Leads 62

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

Marketing Interactions

SEPTEMBER 30, 2018

There’s not a doubt in my mind that marketers know that everything they do—every program, email, content asset, social media post and idea—needs to be relevant. There are four quadrants in the RMM; irrelevance, shifting relevance, social relevance, and radical relevance. It’s not something you can buy and own.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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. My boss doesn’t buy into this concept and reallocated budget to another project. Watering Holes and Social Media. You answer it.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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. What’s the click-through rate from the content where you sent them? Unique visits.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

OCTOBER 24, 2021

The other key point here is socialization to gain adoption. And I suggest you get buy-in from all parties involved for the areas that concern them. There are many ways to represent messaging guidelines, so I won’t get into that, but it’s important to document your messaging guidelines as part of your marketing strategy.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. You can go buy another copy of the book.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

AUGUST 1, 2021

Fame, defined as awareness at scale makes it easier and lends a sense of comfort for buyers in justifying buying decisions. I’d argue that social media and search play a big role in fame, as do buyer-driven stories that fall more in the traditional realm of demand. Fame helps build buyer confidence.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

DECEMBER 26, 2016

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. I’ve worked on projects where the demand gen team didn’t talk to the social team or the corporate communications team or the events team.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

APRIL 21, 2017

But what was important to this customer was the holistic sharing of advocacy for a product via online means—whether social platforms, self-motivated testimonials or reviews or some form of organic expression or dialogue about the product and company. So is talking to customers to hear the reality from them personally.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

MAY 23, 2018

Loyalty – ensure your buyers return and buy more to build customer lifetime value (CLV). Publish opt-in information on your website, as a P.S. in your emails, in social posts, on in-store posters, in direct mail, at the end of your white papers, and other marketing collateral, as is relevant to your campaign. How to join.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Did they like it on social? 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. Did they spend enough time to really ingest it? Or was it a drive by view, quickly exited?

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’s why I cringe every time I hear people insist that we need a social media strategy or a blogging strategy or some other channel-based strategy.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118