Marketing Interactions

JULY 25, 2021

Hyper-everything in B2B marketing! Is it the new “new and improved” label for marketing concepts? I don’t know about you, but I don’t need marketing to become hyper-anything. But here’s my real problem with hyper – marketers haven’t mastered relevance, personalization, targeting, or experiences in their original forms.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

JANUARY 25, 2022

The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. Company objectives shift due to market fluctuations, board consensus, or the CEO’s new hyper interest. Regulation’s shift, opening a new market. Almost like you’re starting from scratch.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

OCTOBER 5, 2022

When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Another report finds improving CX is a top three objective as well as a top 3 challenge for B2B marketers.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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. These events in your target markets can quickly make your messaging irrelevant, rendering your marketing programs and sales plays ineffective. This is an indication that marketers are not telling the right stories.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

APRIL 18, 2019

Marketers don’t know their buyers’ context. Marketers love to tout the big ROI numbers our customers get. Complex Buying Processes Require Small Shifts. When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. We “get” it. Small steps.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

AUGUST 8, 2021

This is because our marketing-to-sales models and processes are not built to help buyers buy. Sounds dismal for marketers and sellers, doesn’t it? Marketers have a tremendous opportunity to help people become buyers. This determines the length of their buying cycle. They are sales-driven, not buyer-driven.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JULY 31, 2022

As buyers have become more self-reliant, it feels like marketers are reaching too far toward giving buyers what they think they want and, in their quest to engage them, foregoing strategy. Marketers have no control over the buyer’s journey. 3: Marketers have no control over the B2B buying journey. They “feel” true.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75