Marketing Interactions

JANUARY 25, 2022

The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. Company objectives shift due to market fluctuations, board consensus, or the CEO’s new hyper interest. A new product is launching. Almost like you’re starting from scratch. Quotas go up.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 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. They have a recognized problem to solve that matches the solution your products or services provide. Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides.

Ideal Customer Profiles 88

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

Marketing Interactions

NOVEMBER 15, 2021

Once they engage with your company, the intent score swings to have more weight based on branded interactions—visits to your website, branded keyword search, targeted display ad engagement, and more. No indicated awareness your company exists on their active radar. No indicated awareness your company exists on their active radar.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

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. Yet, the product is an IT product that will benefit first and foremost IT. You will need their buy-in to use personas successfully in your company.].

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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 2, 2021

From marketing to product to sales to customer success to UX designers, and more. Ask them to include the role of the person, industry, company, the related problem, and product along with the question. Put the problem, your product that solves it, and persona at the top and then create a chart as follows: Question Buyer Asks.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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. For context, this is a B2B SaaS product. 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.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

AUGUST 15, 2021

And, before you start yelling that you “have” to send everyone to sales, I’ve heard this antiquated notion shared by marketers in a variety of companies. Usually, these are sales driven companies that tolerate marketing as the fluffy cost center but don’t trust them with prospects beyond the form fill. Most companies do not.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

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

Marketing Interactions

JUNE 20, 2021

Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. But, without coordination, the stories each of them tells can make the company “feel” a bit off-kilter and result in confusion for those on the receiving end.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. 80% of buyers say the customer experience is as important as the product ( source ).

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. It’s subtle, but it’s a difference that your buyers and customers will notice based on context and their familiarity with your product.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JANUARY 19, 2020

When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? As you have this conversation, also identify companies and contacts each salesperson thinks would be a good interview, so you can start building your list for interview requests moving forward.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JUNE 23, 2017

An in-depth buyer persona will: Describe their perspective on your product based on what they want to achieve. Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Select members related to the focus of the project from sales, product marketing, and line of business management.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

APRIL 18, 2019

What we forget is that we’ve bought into what our company is selling. We focus on how we think our products align to what our buyers need. Buyers don’t care about your products. We say something like, “productivity increased by 40%.” We don’t dive deep enough to get to our buyers’ truths. We “get” it.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 14, 2021

Sales says one thing, marketing messaging says another, and product marketing says something else. Marketing sends an MQL to sales and the rep starts over as if there’s no relationship established with the company. Let’s look at some of the places and circumstances where leaps of faith can occur: From one revenue team to another.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

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% And this discernment means more efficiency and effectiveness in content ideation, production, and execution.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

FEBRUARY 20, 2022

That all takes time, research and political negotiations depending on company culture. Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case.

Top of Funnel 88

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

Marketing Interactions

SEPTEMBER 30, 2018

The RMM will be most effective if used as the standard to evaluate relevance across channels and the company to establish processes for continuous improvement specific to each area in relation to the quadrant it occupies on the matrix. These two quadrants are based on an inside-out approach that puts the company and its products first.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

APRIL 11, 2019

Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. There was no real story, the sends were mostly predicated on new product releases or updates and features or “me, me, look at me, I’m the leader” propaganda.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

FEBRUARY 17, 2020

This is also a great format for thought leadership content from your company. Content that reinforces the purpose story of your company and solution and elevates your brand beyond “vendor” status. Creating advocacy is the best way to ensure your customers have a stake in the ground in the success of your company.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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. Final Thoughts.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

MAY 23, 2018

Additionally, with that audience understanding, you’ll see why product-centric content doesn’t do the job, as well as gain insight into what will qualify as customer-centric content. But reconciling all of that to truly know what’s going on with content and programs across the company is harder than I remember it to be.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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 is just as important to those interacting externally with your content as for your internal team productivity. We’ve been doing this for quite some time. Collaboration.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 9, 2021

It’s the type and focus of the information that’s the issue–usually all about your product and functionality. Every company runs on a system. It’s the way companies are designed or there’d be chaos. I firmly believe this timing factors into why conversations with sales reps push to the back of the bus.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 29, 2021

Buyers hate this because they know they’re going to marked as a lead and bombarded with email, phone calls, and other intrusive attempts by marketers and sales reps trying to place their products. And search is one of the primary tactics’ buyers use to find content they’re interested in consuming, hence, your company.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

DECEMBER 26, 2016

They know that company and product-oriented content is not the most effective, but they still produce as much of it as content focused on the issues and problems their buyers face. And they get that they need to be providing visionary insights that instigate and propel B2B conversation, but that content is developed the least.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

APRIL 14, 2019

For example, you could say that “doing X will result in increased productivity.” Through reverse IP lookup, the content served can be personalized to the company employing the website visitor. This is where nuance comes in. An easy example is to look at the information you’re sharing in terms of depth.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

OCTOBER 8, 2020

One of the fallacies that companies bought into with sales enablement is that more is better. A centralized library of content tagged by persona, product, buying stage, problem solved, and more, makes it easy for your sales reps to find the content needed for specific conversations based on buyer context.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JUNE 23, 2017

As VP of Finance for my company, most of my time is spent in status meetings with my direct reports. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. As applied to the three examples above, they might look like: Inefficient workflows make our products late to market, costing us market share.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

DECEMBER 29, 2016

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next year. Has the content made the case for why they should do that?

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

AUGUST 24, 2021

As marketers, we tend to have drunk the Kool-Aid that declares our product or solution to be the next best thing to sliced bread. But, even better, they’ll become advocates for your company and brand based on your helpfulness. Aim Earlier with Your B2B Content Marketing Strategy.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JANUARY 30, 2017

We’re asking them to think differently than they are today by adopting the approach or product we’re certain can help them reach their goals. Compassion: From Company-Centric to Customer-Obsessed. Making these three pivots is essential to ensuring that the way we apply content marketing to build B2B customer experiences is productive.

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. Get to know the dynamics of the buying committees and find ways to help them work together more productively.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

APRIL 21, 2017

As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. The client made a purposeful decision not to create content for a one-off use or for short-term themed campaigns favored by other divisions of the company. Part of this is due to the ease of publishing.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JUNE 13, 2021

He related an experience from early in his career where he created a story about his company’s product as “true SaaS” and competitors as “fake SaaS.” Marketing KPIs may be about what your company wants, but the execution that will help you achieve those outcomes is grounded in what your buyers want.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Sales – create urgency for buyers to take action to acquire your products. Product arrivals. Product updates. The transactional CTA is the same as an email: a link to a content asset, such as a product in your catalog, a video, an infographic, or a short blog post. Tell them the purpose of the campaign: Exclusive offers.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58