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?
Marketing Interactions
AUGUST 24, 2021
Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. Gartner defines buyer enablement as, “…the provision of information and/or tools to customers that support the completion of their buying jobs.”.
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Marketing Interactions
AUGUST 8, 2021
We’re so quick to jump to the conclusion that the person is a buyer because they’ve looked at our product information that we fail to consider they may be looking to see what it does so they can figure out if they can solve the problem internally. This determines the length of their buying cycle.
Marketing Interactions
JANUARY 25, 2022
And never forget that if your campaign is shorter than the buy cycle, you’re abandoning your buyer with a dead-end. They may have more exposure to information, but they still need your help and guidance to assimilate it in relation to solving their problem. Room for adjustments exists. Outside – in. Not inside – out.
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. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs.
Marketing Interactions
JULY 31, 2022
They’ll get the information somewhere. Even more interesting is the finding that 67% of people involved in technology buying decisions are not in IT. This results in buy cycles that take 7 to 10 months longer, more frustration, wasted time, and higher regret. It’s better for you if you’re the source. Read that again.
Marketing Interactions
JULY 5, 2021
Whether the infographic serves your needs is dependent on the information in the visual, not the format of the visual. Believe me, if the information is garbage, you’ll be hitting that back button in short order, without caring if it’s an infographic, video, or a blog post. A Focus on Format is a Siloed View.
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