Marketing Interactions

APRIL 21, 2017

What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable choice. He also says he reads white papers, does his due diligence, looks for facts and data to back up company claims, and talks to vendors. Make content easier to access (shorter lead gen forms).

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

SEPTEMBER 20, 2018

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This may seem doable when a company is small, but as customer volume grows, so do those requirements just to maintain a consistency in monthly recurring revenues (MRR). Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

NOVEMBER 29, 2021

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. If it did, sales reps wouldn’t shun your MQLs.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

SEPTEMBER 21, 2021

Like Pillar content or content designed to drive “lead” gen. What does your company think? Very little of it takes a stand about what the company producing it thinks. The other outcome from POV is that it makes your content/company memorable. Their findings gave me pause. Does it think so consistently? So, get after it!

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

OCTOBER 5, 2022

Considering only 18% of companies rate their customer experience as excellent (best in class), improving retention programs can help you transform your customer relationships—and your revenue growth. This doesn’t mean your customer has to expose their internal processes as all companies are different.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

FEBRUARY 15, 2019

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. You will need their buy-in to use personas successfully in your company.]. B2B marketers have also said that lead gen is not the problem. Data Can Be Misleading.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

NOVEMBER 2, 2021

Ask them to include the role of the person, industry, company, the related problem, and product along with the question. Remember it’s important not to “lead the witness.” Ah, companies like ours are doing this. Start a Slack channel for questions that everyone can contribute to – yes, everyone. Invite all contributions.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

SEPTEMBER 9, 2021

The premise of ABM is to focus on accounts, rather than leads. What this means is focusing on the buying committees within target accounts that fit your company’s ideal customer profile (ICP). Every company runs on a system. It’s the way companies are designed or there’d be chaos. Evaluating Risk and Disruption.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. We have all these meetings and mandates about what the company wants to accomplish and rally our teams to create strategies and execute tactics to achieve them. We need a campaign for Q2 to generate #X leads/demands for product A. Marketing and Sales Alignment.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

FEBRUARY 20, 2022

That all takes time, research and political negotiations depending on company culture. Not necessarily in search of buying anything, but in exploring the depth of the problem, if others like your company are solving it, and the costs of the problem they’ve identified if it’s allowed to persist. Intent Data Can Be Misleading.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. But getting it right is still a struggle for a majority of companies. Clarity leads to consistency. Consistency produces the guard rails you need to stay on track which leads to control. We’ve been doing this for quite some time.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. And nearly half of them describe their lead conversion efforts as “sketchy.”. The result is its State of the Conversation Report.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

MAY 23, 2018

Take the top priority: Generating New Leads. In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. What I can’t see is a lot.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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. It builds brand, drives awareness, and results in affinity for your company. Neither is the optimal choice.

Ideal Customer Profiles 88

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

Marketing Interactions

JULY 25, 2019

And content that tells a disconnected story will only result in confusion that causes buyers to have a lack of faith that your company knows what it’s talking about and has the expertise to help them solve the problem. Marketing cares about lead generation and brand awareness. Let’s take an example.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 3, 2022

It’s a new division of the company, they don’t know us yet, so they’re new buyers…. The point is > a net new buyer is different than a customer or a buyer whose company is already a customer. For a new division of the company , it’s likely that you’ll gain entry from a stakeholder in the division you already serve.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

MAY 21, 2018

Let’s take an example (fictional) of a premise statement for a content marketing strategy: We’ll create and share content with Controllers in enterprise companies that enables them to learn how modern processes and tools can help their accountants shorten time to close—monthly, quarterly, and annually—and do so accurately and reliably.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

APRIL 18, 2019

What we forget is that we’ve bought into what our company is selling. But showing them systematically how one step leads to the next (their questions, your answers) allows you to help them adopt your ideas as their own. The Problem is Lack of Buyer Context. Marketers don’t know their buyers’ context. We “get” it. It’s overwhelming.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

MAY 21, 2018

Content serves as the champion of your company. of companies maintain consistent content scores across the various types of content on their websites. Financial Services companies fared a bit worse at 33.3% Research from a few years ago found that companies wasted $0.25 consistency with their content.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

OCTOBER 8, 2020

One of the fallacies that companies bought into with sales enablement is that more is better. Samantha Stone , Founder, Marketing Advisory Network adds: “Never think of content as a way to generate a lead. Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JUNE 23, 2017

Contribute to a consensus on what constitutes a qualified lead. Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Based on the outcome of Step 1, define a list of contacts at customer companies that will represent the persona(s) you’re building. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

AUGUST 24, 2021

But, even better, they’ll become advocates for your company and brand based on your helpfulness. For a level set, let’s use the definition of thought leadership as content with innovative ideas full of insight and information that can lead people in surprising and unexpected directions.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JANUARY 30, 2017

Compassion: From Company-Centric to Customer-Obsessed. Yet repetition (in a progressive way) is what imprints on the minds of our audiences, leading them to adopt a new way of thinking with our help. And that’s just what we’re asking our audiences to do. Compassion is about empathy for your buyers and customers.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MARCH 8, 2017

For example: “If your VP of HR is concerned about efficient onboarding for the new employee collaboration tool, seeing how other companies like yours have created successful onboarding programs can help to ease her concerns. Here’s a link to share these real-world scenarios with her.”. After all – 23.8%

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

I think we do this because we get bored, we’re under a mandate to create #X “leads” in a short timeframe (month or quarter), the company launches a new product, and for other handy excuses. If buyers don’t respond on the timeline you lay out, it’s time for a new campaign.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. Leads – acquire new leads and develop them into sales-ready buyers. In fact, the majority of both groups prefer to communicate with brands and companies via text message. What do you want to get out of it?

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. It takes more than a form completion to generate a lead. Some of these may sound familiar.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118