Marketing Interactions

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

A new role now has a major influence on buying decisions for what you sell. The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. There are also the often-discussed changes, including how far along in the process buyers get before involving a vendor.

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Buyer Context is the Key to Engagement

Marketing Interactions

Instead, if we say something like, “when using our solution, helpdesk teams find they can cut 3 steps out of a 10-step process, reducing ticket resolution time by 3 hours” – now your prospect can visualize what you’re talking about. Complex Buying Processes Require Small Shifts.

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

“Sellers use their sales process to place solutions.”. Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.”. This is because our marketing-to-sales models and processes are not built to help buyers buy. This determines the length of their buying cycle.

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The Destructive Lack of Commitment in B2B Marketing

Marketing Interactions

And never forget that if your campaign is shorter than the buy cycle, you’re abandoning your buyer with a dead-end. This could include things such as process, editorial calendars, talent, timing, channels, programs, etc. Room for adjustments exists. It takes time and repetition of ideas for someone to invest.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. Buying committees are growing again adding more dynamics and a lack of visibility to where they are in the process.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

There’s a reason statistics exist that verify buyers push sellers back to the end of the buy cycle and only spend about 5% of that time engaged with your sales rep. With peers and networks rising in authority and influence during the buying process, this advocacy can become a big contributor via referrals and validation.

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The State of the B2B Conversation: Disconnected

Marketing Interactions

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. I’ve been preaching for the end of campaigns and a focus on the continuum of the buying process for quite some time. It’s not easy.