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. Asking for big swings doesn’t work.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 26, 2022

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. What worked yesterday may not work today. Further, the downsides of regret are many, including slower buy cycles, frustrated teams, and lower retention or growth for those accounts.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

OCTOBER 5, 2022

The psychology is different. Who you’re talking to may be different. Remember that knowledge is different from understanding. 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.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JULY 31, 2022

I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). And their preferences are different than those who came before them. Buying stages are a useful construct for strategic planning. And vice versa.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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.”. All personalization that works effectively is reliant on context.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

AUGUST 24, 2021

However, I disagree with some of this statement: “ With so much online buying activity, there is an urgent need for most marketers to move their content marketing portfolio away from thought leadership, industry trends and infotainment, which comprise the bulk of today’s content marketing fare, and toward buyer enablement. ”.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

DECEMBER 26, 2016

The survey was based on the impact of this buzzworthy stat that surfaced a few years back: Buyers are 57% of their way through their buying cycle before they interact with salespeople. The report found that content used for both demand gen and sales enablement is created in different parts of the organization. It’s not easy.

Conversion 82

Conversion B2B Top of Funnel Stats 82