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. The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. Do your customers have different goals or perspectives about the value they want from you?

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

OCTOBER 24, 2021

But, interpreting this another way, it may mean that B2B content marketers are not able to create content that’s relevant for each of the different roles – rather than one asset to address all at once. Unfortunately for most of us, the product our company sells is likely not the only one of its kind. Look at outcomes.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JULY 25, 2021

Hyper-personalized. Science Daily explains hyperactivity as: “Hyperactivity can be described as a physical state in which a person is abnormally and easily excitable or exuberant. Strong emotional reactions, impulsive behavior, and a short span of attention are also typical for a hyperactive person.”. Hyper personalization?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

MARCH 7, 2022

Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. Can’t determine the differences between vendors to validate and justify a choice.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

JANUARY 19, 2020

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JUNE 23, 2017

It’s written in the first person as if they are talking to you. The first person perspective brings the persona up close, making them more reachable. Consider the difference between these two descriptions: Version 1. As VP of Finance for my company, most of my time is spent in status meetings with my direct reports.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. And I’d wager that if you look at the way your company applies BANT, need has an inside-out focus. But the way we define it is more like, the company could use our stuff because they fit in the parameters of our ICP.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62